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Perception of Consumers’ Awareness about Sustainability of Fashion Brands

Author

Listed:
  • Doroteja Mandarić

    (University Center Varaždin, University North, 42000 Varaždin, Croatia)

  • Anica Hunjet

    (University Center Varaždin, University North, 42000 Varaždin, Croatia)

  • Goran Kozina

    (University Center Varaždin, University North, 42000 Varaždin, Croatia)

Abstract

Consumers’ perception, awareness, and behavior toward sustainable fashion were surveyed with a questionnaire in which 263 respondents participated, and obtained data were primarily analyzed using descriptive statistics and t -test. The focus of this research was consumer attitudes toward sustainable business practices of fashion brands. Based on the conducted research, differences were found between sexes in the perception of their own awareness of sustainability in fashion, where women consider their own awareness to be higher than men’s. The perception of fashion sustainability awareness in women younger than 35 and those over 36 was also examined. The research showed a gap between consumers’ awareness, their positive attitude toward sustainable fashion, and a lack of action in that direction when making purchasing decisions. The results of these studies provide a better understanding of one’s own perception of awareness in terms of fashion sustainability and various connected factors, as well as difference in both sexes’ awareness of these factors, which may influence consumer behavior related to sustainable fashion products. Thus they can facilitate the implementation of relevant strategies in the fashion industry.

Suggested Citation

  • Doroteja Mandarić & Anica Hunjet & Goran Kozina, 2021. "Perception of Consumers’ Awareness about Sustainability of Fashion Brands," JRFM, MDPI, vol. 14(12), pages 1-14, December.
    • Handle: RePEc:gam:jjrfmx:v:14:y:2021:i:12:p:594-:d:698460
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    References listed on IDEAS

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    1. Mirella Soyer & Koen Dittrich, 2021. "Sustainable Consumer Behavior in Purchasing, Using and Disposing of Clothes," Sustainability, MDPI, vol. 13(15), pages 1-17, July.
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    Cited by:

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    2. Thi-Ha Le & Phuong Dang & Trinh Bui, 2024. "Towards Sustainable Products and Services: The Influences of Traditional Costumes in Promoting Sustainable Fashion," Sustainability, MDPI, vol. 16(22), pages 1-22, November.
    3. Jui-Che Tu & Ching-Fen Hsu & Kharisma Creativani, 2022. "A Study on the Effects of Consumers' Perception and Purchasing Behavior for Second-Hand Luxury Goods by Perceived Value," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    4. Rasa Bartkutė & Dalia Streimikiene & Tomas Kačerauskas, 2023. "Between Fast and Sustainable Fashion: The Attitude of Young Lithuanian Designers to the Circular Economy," Sustainability, MDPI, vol. 15(13), pages 1-21, June.

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