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"Sustainable fashion"
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Textiles and clothing sustainability : implications in textiles and fashion
\"This book comprehensively covers the topic of sustainability in the clothing and fashion sector. Sustainability is applied under different industrial sectors and there has to be a distinction in every industrial sector when it comes to sustainability in its application. Though the definition is common for sustainability, sustainability in the clothing sector has its unique objectives, principles, and limitations, which this book highlights\"--Page [4] of cover.
Book
What is sustainable fashion?
Purpose
The purpose of this paper is to examine what the term sustainable fashion means from the perspective of micro-organisations, experts, and consumers.
Design/methodology/approach
This research is qualitative in nature, utilising a multi-methods case study approach (semi-structured interviews, semiotics, questionnaires). Grounded analysis was applied to analyse the data.
Findings
Findings indicate that interpretation of sustainable fashion is context and person dependent. A matrix of key criteria provides the opportunity to find common elements.
Research limitations/implications
Due to the nature of this research the sample size is limited and may not be generalised. Data were collected in the UK and are limited to a geographical region.
Practical implications
An important implication is that defining sustainable fashion is vital in order to avoid challenges, such as greenwashing, which were faced in other industries that have a longer history in sustainable practices. Micro-organisations should take advantage of identifying key sustainable fashion criteria, which will enable them to promote their fashion collections more effectively.
Social implications
The criteria identified provide assurance for consumers that sustainable fashion is produced with social aspects in mind (fair wages, good working conditions).
Originality/value
The paper proposes a matrix that allows micro-organisations to clearly identify their collections as sustainable.
Journal Article
Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands
Since fast fashion is often considered the opposite of sustainable fashion, this study was conducted to clarify the consumer brand associations with sustainable fashion by analyzing three fast fashion brands. Our research included two studies. First, we conducted in-depth interviews with 20 female consumers in Korea who had purchase experience with the sustainable fashion of three selected brands, H&M, Zara, and Uniqlo, to identify sustainable keyword associations. We then structured the keyword data using network analysis. The keyword associations for the three brands resulted in a network of 60 nodes and 629 links with the term “eco-friendly” as the most meaningful keyword. Second, we surveyed 200 women and quantitatively confirmed the association of “eco-friendly fabric” among the keywords suggestive of “eco-friendly” as the most important factor in building a sustainable fashion brand image. In addition, keywords, such as “marketing” and “campaign”, were ranked in the top ten in H&M and Zara, which may imply the opportunistic use of greenwash. This study contributes to the literature by applying in-depth analysis of consumer associations of fast fashion brands from a sustainability perspective through network analysis. We expect our findings to help fashion companies strategically build a sustainable fashion brand image.
Journal Article
Sustainable Fashion Product Innovation: Continuous Value of Apparel Products on Second-Hand Product Trading Platforms
This study aimed to determine the appropriate fashion design elements for fashion product innovation to achieve continuous product value and promote sustainable fashion. We focused on five fashion design elements: classical, transformative, patterned, multimaterial, and decorative. Using an apparel auction market dataset, we verified how the five design elements contributed to the value continuation of apparel products across five categories. We statistically confirmed the design elements that positively affect the continuous value of different apparel products per fashion product categories. This study can help designers select elements that sustain product value, providing them with direct references for recommendations.
Journal Article
Sustainable fashion: Conceptualization, purchase determinants, and willingness to pay more
The concept of sustainable fashion is becoming more relevant in today's society. The purpose of this research is to identify the determinants of the purchase intention of sustainable fashion, and the relationship between price and the purchase of sustainable fashion. A questionnaire was administered, which made it possible to define the concept of sustainable fashion, to use PLS-SEM to identify the determinants, and to apply linear regression models and t-tests of two independent samples (two-tailed test). The concept of sustainable fashion comprises the dimensions of manufacturing with a reduced environmental impact, consuming second-hand fashion products, manufacturing in an environmentally friendly way, reusing fashion products, manufacturing to last longer, manufacturing according to fair trade principles, using recycled materials, and manufacturing from organic materials. The PLS-SEM results show that purchase intention is determined by consumer knowledge, environmental beliefs, and willingness to pay more. The research also revealed that there is a non-linear (quadratic or exponential) relationship between the price of the product and the price increase that consumers are willing to pay and that they value the dimensions of sustainable fashion differently. The purchase intention determinants of consumers and non-consumers of sustainable fashion are identical, yet the dimensions of sustainable fashion are valued differently by each group.
Journal Article
Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model: a neutralisation theory perspective
PurposeFashion designers in South Africa remain ambivalent in embracing sustainable fashion. This study examines the role of neutralisation techniques on attitude towards sustainable fashion. The study was conducted in South Africa, an emerging market known for water scarcity and pollution emanating from the textile industry.Design/methodology/approachA structured questionnaire was used to collect cross-sectional data from a sample of 590 fashion designers using a web-based online survey. Study constructs were drawn from the neutralisation theory and theory of planned behaviour.FindingsStandard multiple regression analysis results identified denial of injury, appeal to higher loyalties and external locus of control as the major rationalisation techniques influencing South African designers' negative attitudes towards sustainable fashion.Research limitations/implicationsResearch was conducted in South Africa where the concept of sustainable fashion is still at developmental stages. The generalisation of the study findings may be enhanced by extending the study to other markets with a fully developed market for sustainable fashion.Practical implicationsThe study results underscore the necessity of reducing social, structural and institutional barriers associated with the adoption of sustainable fashion. This study provides input towards efforts to develop attitude change strategies to stimulate designers to embrace sustainable fashion.Originality/valueThe research study contributes to theory, practice and future research.
Journal Article
The role of networks in supporting micro- and small-sized sustainable fashion businesses
Micro- and small-sized sustainable fashion businesses benefit greatly from their formal and informal networks which provide a wide variety of support and services. This exploratory study reports on the findings of a UK-based research project that investigated 27 firms in this category. We focus on four case studies comprising two designers running their own labels and two product developers who support other designers. Our analysis maps the networks of these micro- and small-sized sustainable fashion businesses. Taking an approach informed by actor-network theory (ANT), we describe human, organizational, and social media actors in formal and informal networks. We show how networks are formed and extended through supply-chain relationships, professional networks, and the serendipity of personal and online contacts. Focusing on informal networks, the article also discusses the models of working and the role that geographical (or physical) and cognitive proximity plays. The networks of sustainable businesses particularly depend on trust and shared values and help designers to understand and increase their sustainable practices.
Journal Article
Sustainability trends and gaps in the textile, apparel and fashion industries
Textile, apparel, and fashion (TAF) industries contribute significantly to global environmental pollution at every point of the supply chain. Clothing manufacturing and transportation produce a large volume of waste and high greenhouse gas emissions, often taking advantage of cheap labor in developing countries. As a result, stakeholders are becoming more aware of the effect of the textile, apparel, and fashion industries on the climate and human rights, thus pushing businesses to mitigate their environmental damage. This paper offers a systematic literature review of sustainability trends in the TAF industries in the last 20 years. Bibliometric tools are also used to support the content analysis of the papers. The findings reveal three primary research areas in the TAF context: consumers’ behaviour towards sustainable clothing, circular economy initiatives, and sustainability challenges across the whole supply chain. As a result, this study highlights literature gaps and provides future research suggestions for each identified research cluster. In addition, drivers and barriers to implementing corporate social responsibility and circular economy practices are identified. Consequently, this study will help researchers and academicians work in this area to identify unexplored sub-fields, which reflect some potential investigation areas for expanding scientific literature on the topic. Finally, this study supports practitioners and managers in exploring the main research themes addressed in the scientific field, providing knowledge to improve and align business models with current sustainability trends.
Journal Article
Marketing Sustainable Fashion: Trends and Future Directions
The fashion industry is one of the largest contributors to greenhouse gas emissions and climate change. Sustainable fashion (SF) aims to address this issue by designing, creating, and marketing socially and environmentally responsible products. This paper provides a broad overview of the extant literature on SF marketing to understand the trends and future directions. The paper starts with a discussion on sustainable consumption and marketing in the particular context of fashion and ends with potential research gaps, which have scope for further work. For the analysis, 97 research papers were selected based on a structured, systematic search with a particular set of keywords. The review finds that marketing SF from a customer’s perspective has been emphasized in the existing literature. Widely studied topics include consumer behavior, purchase behavior, and the attitude–behavior gap. Further research is required to explore how SF can gain from B2B marketing, circular economy, sustainability-oriented innovations, and subsistence markets, particularly in emerging economies. This paper contributes to theory and practice by providing state-of-the-art sustainable fashion marketing research, identifying research gaps, and providing future research directions.
Journal Article