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How Does Sustainability Affect Consumer Choices in the Fashion Industry?

Author

Listed:
  • Leandro Pereira

    (Business Research Unit, ISCTE Business School, 1649-026 Lisbon, Portugal
    Winning Lab, 1750-149 Lisbon, Portugal)

  • Rita Carvalho

    (Business Research Unit, ISCTE Business School, 1649-026 Lisbon, Portugal)

  • Álvaro Dias

    (Business Research Unit, ISCTE Business School, 1649-026 Lisbon, Portugal
    School of Economic and Organizational Sciences, Universidade Lusófona de Humanidades e Tecnologias/TRIE, 1749-024 Lisbon, Portugal)

  • Renato Costa

    (Business Research Unit, ISCTE Business School, 1649-026 Lisbon, Portugal)

  • Nelson António

    (Business Research Unit, ISCTE Business School, 1649-026 Lisbon, Portugal)

Abstract

The fashion industry being one of the most polluting industries in the world means that it is an industry with an immense potential for change. Consumers are central and are closely intertwined with how companies act. This research reflects consumer perspectives and practices towards the topic of sustainability implemented in the fashion industry. The relevance of sustainability in the fashion industry and the key role of consumers in its implementation are undeniable and confirmed by consumers in a representation of general awareness and concern, despite not always being translated into actual practices. A qualitative research methodology, followed by a set of interviews conducted with consumers, revealed that the great majority are implementing a variety of practices when making their buying choices towards fashion items. Barriers such as lack of education, information, knowledge and transparency were identified, and this aspect was shared by consumers as a reason why they are not motivated to make more conscious decisions. Companies should educate consumers from a general perspective and focus on the group of consumers that are not implementing sustainability in the fashion industry in their buying choices, as they represent the potential for the future.

Suggested Citation

  • Leandro Pereira & Rita Carvalho & Álvaro Dias & Renato Costa & Nelson António, 2021. "How Does Sustainability Affect Consumer Choices in the Fashion Industry?," Resources, MDPI, vol. 10(4), pages 1-30, April.
    • Handle: RePEc:gam:jresou:v:10:y:2021:i:4:p:38-:d:538830
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    References listed on IDEAS

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    Cited by:

    1. Elisabete Correia & Sara Sousa & Clara Viseu & Manuela Larguinho, 2023. "Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour," IJERPH, MDPI, vol. 20(2), pages 1-17, January.
    2. Saliha Karadayi-Usta & Erfan Babaee Tirkolaee, 2023. "Evaluating the Sustainability of Fashion Brands Using a Neutrosophical ORESTE Approach," Sustainability, MDPI, vol. 15(19), pages 1-17, September.
    3. Paula Ziyeh & Marco Cinelli, 2023. "A Framework to Navigate Eco-Labels in the Textile and Clothing Industry," Sustainability, MDPI, vol. 15(19), pages 1-29, September.

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