How does sustainability affect consumer choices in the fashion industry?

• Autor(a) principal: Carvalho, Ana Rita da Costa
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/22563
• topic: Sustainability; Fashion industry; Comportamento do consumidor -- Consumer behavior; Sustentabilidade; Indústria da moda; Preferência do consumidor

The fashion industry being one of the most polluting industries in the world, only 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 is undeniable and confirmed by consumers in a representation of general awareness and concern, despite not always being translated into actual practices. The qualitative research methodology followed by a set of interviews conducted to consumers, revealed that the great majority is 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 where shared by consumers as a lacking motivation for them to adopt more conscious decisions. Companies should educate consumers in 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.