Abstract
Fashion industry is generically associated with negative environmental and social impacts, and fashion brands are being pressured to adopt and communicate sustainability-oriented practices. However, many challenges still remain to achieve fashion consumption patterns aligned with sustainability values. The aim of the present study is to contribute to the understanding of consumers’ barriers and motivations regarding sustainable fashion, focusing the specific socio-cultural context of Portugal. A descriptive exploratory approach was used, based on a cross-sectional survey applied to a convenience sample of 168 Portuguese fashion consumers. Descriptive and inferential statistics were used to answer the research questions. The results obtained show that, for the sampled fashion consumers, sustainability topics have a moderate perceived importance in purchase intentions, which is not reflected in consumption habits. Fashion brands’ sustainability-oriented communications are considered effective strategies to promote responsible consumption patterns. The analysis of the differences between consumers’ perceptions and behaviours regarding sustainable fashion revealed three different clusters of fashion consumers. Suggestions are made for fashion brands and marketeers to adapt communication strategies in order to address the different patterns of consumer characteristics. Increasing the awareness level of fashion consumers on sustainability issues and, at the same time, promoting the shift from awareness to action is essential to enhance the necessary change towards more sustainable fashion consumption patterns.
Presenters
Ana FonsecaAssociate Professor, Faculty of Science and Technology, University Fernando Pessoa, Portugal
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Economic, Social, and Cultural Context
KEYWORDS
Sustainable Consumption, Responsible Consumption, Sustainable Fashion, Consumer Behaviour, Consumer Awareness
