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2017 | OriginalPaper | Buchkapitel

5. An Exploration of Consumers’ Perceptions Towards Sustainable Fashion – A Qualitative Study in the UK

verfasst von : Zhen Lai, Claudia E. Henninger, Panayiota J. Alevizou

Erschienen in: Sustainability in Fashion

Verlag: Springer International Publishing

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Abstract

This chapter investigates consumers’ perceptions of sustainable fashion. This exploratory qualitative research is based on 16 in-depth interviews, which investigate consumer perceptions of sustainable garments. Data revealed that there are clear differences between male and female perceptions, with females being more inclined to follow, what has been described, as a short-term trend, whilst males seem to be more resistant. Practically, this research contributes by highlighting areas of improvement with existing communication strategies. This study found that demographics might have an impact on the purchasing decision of sustainable fashion, which needs to be investigated further.

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Vorheriges Kapitel The Influence of Eco-Labelling on Ethical Consumption of Organic Cotton

Nächstes Kapitel Ethical Consumption Patterns and the Link to Purchasing Sustainable Fashion

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Titel: An Exploration of Consumers’ Perceptions Towards Sustainable Fashion – A Qualitative Study in the UK
verfasst von: Zhen Lai
Claudia E. Henninger
Panayiota J. Alevizou
Verlag: Springer International Publishing
Buch: Sustainability in Fashion
Print ISBN: 978-3-319-51252-5

Electronic ISBN: 978-3-319-51253-2

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-319-51253-2_5

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