Search results

This study investigates and explores sustainable fashion based on social attitudes toward culture and sustainable fashion effects in sub-Saharan Africa (SSA), based on environmental knowledge and consumer satisfaction initiatives. It explicates sustainable fashion on the sustainable development agenda in addressing the gap of cultural value, environmental knowledge and sustainable fashion in SSA.

Using a quantitative approach, the study employed a web-based online cross-sectional survey to extract tangible information from 620 participants from SSA. The study integrated theory of planned behaviors (TPB) model and hypotheses. A structural equation model (SEM) was used to test all proposed hypotheses.

The results show that low environmental knowledge, influenced by geographical and cultural differences, affected fashion value, as which is predictively significant for sustainable fashion. However, attitude and cultural value results found statistical significance for consumer satisfaction in sustainable fashion. Furthermore, mediation was attained between consumer behavioral and environmental knowledge of sustainable fashion. The study recommends government policies on educational awareness and textile regulations for environmental garbage disposal possible harmful effects of climate change and finally, designing innovative initiatives for environmentally friendly fashion.

This study examines the environmental and social attitudes as well as behavioral effects, of an ecosystem that would most likely have a short life period, eliminate disposal dumps and foster an environmental control policy. Consequently, the study’s conceptual model and extended TPB contribute to how sustainable fashion supports environmental knowledge, consumer attitudes and cultural behaviors in fashion among Sub-Saharan Africans.

This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and what prevents their further proliferation.

This is qualitative research that draws from 22 semi-structured interviews with high school students in the capital area of Finland. The data were analyzed with the use of thematic analysis, a flexible method of data analysis that allows for the extraction of categories from both theoretical concepts and data.

This paper contributes to studies of young people’s consumption with the practice theory approach, putting forward the category of following sustainable fashion as an integrative practice. The three-element model of the practice theory allows answering the question of challenges that prevent the practice from shaping. The paper further advances this approach by identifying a list of context-specific dispersed practices incorporated into sustainable fashion.

The study suggests practical ways of improving clothing consumption based on the practice theory approach and findings from empirical research. Sustainable practices require competences, knowledge and skills that the school, as an institution working closely with high school students, could help develop.

The study contributes to the current studies of sustainability and youth culture of consumption with a practice theory approach and findings, related to a particular context of a country from Northern Europe.

This paper aims to explore the attitude-behaviour gap consumers experience when transitioning from buying fast fashion to embracing sustainable fashion consumption. Despite being driven to make sustainable fashion purchases, consumers are confronted with certain retail barriers that impede them from making the shift.

This study draws from the theory of planned behaviour and the behavioural-reasoning theory approaches to theoretically develop and assess five key fashion consumption barriers that moderate the relationship between sustainable fashion consumption motivations and actual behaviour. These are the steep price of sustainable fashion, low visibility, restricted availability, limited cognisance of the deleterious consequences of fast fashion and low trust in sustainability claims. Under heightened levels of moderators, the relationship between motivation and behaviour was predicted to be weaker. The author's data sample of 376 consumers validated the hypotheses.

This article contributes to the field of sustainable fashion retail consumption in three ways: (1) it reveals that the expensive cost of sustainable fashion is not an obstacle to its adoption, and consumers are willing to pay more but struggle to access the styles they prefer; (2) it unveils that, in contrast to recent scholarship, the lack of knowledge of the adverse environmental effects of fast fashion is still a barrier to transitioning to sustainability and (3) it implies that consumers are less motivated to lower their consumption of clothing when they feel dubious about fashion companies' sustainability claims.

The findings contribute to the existing body of knowledge on green consumption by shedding light on the complex dynamics between moderating factors and the transition from intention to behaviour in sustainable fashion consumption.

This paper aims to investigate which network relationships foster the early development of a sustainable new venture (SNV) and how sustainability as the core characteristic of the new venture shapes those network relationships.

This paper relies on a qualitative approach. The primary data source is 25 interviews with 18 key informants of 15 Italian SNVs. The fashion industry is the empirical setting due to its negative environmental and social impacts and shifts toward sustainability during the past decade.

The paper identifies six types of network relationships that affect the development of fashion SNVs. It proposes sustainability-enhanced and sustainability-enabled network relationships and relates them to trust and legitimation in the network.

The study enriches the theoretical debate on networks, new ventures and sustainability by dealing with the case of SNVs in a traditional sector. This paper presents managerial implications for entrepreneurs and policymakers.

This paper contributes to the debate on society’s sustainable development by emphasizing how networks can affect the growth of SNVs.

This paper fills a research gap in a novel manner. The paper contributes to the recent debate on new ventures and sustainability from the market as network approach. It identifies relevant networks, their contribution and the role of sustainability. The study refers to SNVs in traditional nontechnological industries.

This study aims to examine YouTube comments relevant to sustainable fashion posted on fashion haul videos over the past decade (2011–2021). It is guided by two research questions: (1) How have sustainable fashion-related comments posted on YouTube fashion haul videos changed over time? and (2) What themes are relevant to sustainable fashion in the comments posted on fashion haul videos?

A data set of comments from 110 fashion haul videos posted on YouTube was refined to only include comments with keywords related to sustainable fashion. Leximancer, a machine learning technique, was employed to identify concepts within the data and co-occurrences between concepts. Linguistic Inquiry and Word Count software was employed to assess the prevalence of concepts and identify sentiment over time.

Over the decade, the authors identified increased comments and conversations relevant to sustainable fashion. For instance, conversations surrounding sustainable fashion were linked to “waste” and “addicted” between 2011 and 2013, which evolved to include “environment” and “clothes” between 2014 and 2016, to “buy” and “workers” between 2017 and 2019 and “sustainable” between 2020 and 2021, demonstrating the changes in conversation topics over time.

With increasing engagement from YouTube viewers on sustainable fashion, retail-affiliated content that promotes sustainable fashion is proposed as one approach to engage viewers and promote sustainable practices in the fashion industry, whereby content creators can partner with retailers to feature products and educate viewers on the benefits of sustainable fashion.

The findings suggest that consumers are becoming more aware of and responsive to sustainable fashion. The originality of this research stems from identifying the source of this interest.

The purpose of this study is to assess the impact of Covid-19 on sustainable fashion consumption behavior by proposing a conceptual framework combining consumer-specific factors and product-specific factors with a special emphasis on consumer value perceptions.

Theory of consumption value was integrated into the knowledge, attitude behavior model in the conceptual framework having consumer-specific and product-specific aspects. Perceived value (PERVAL) scale was used to measure value perceptions. The model was verified by a survey conducted among a random sample of 520 participants. The factors were extracted by using exploratory factor analysis and then confirmed by using confirmatory factor analysis. The hypotheses in the conceptual model were tested for different consumer groups, and the strength of the relationships was calculated by using multigroup analysis in structural equation modeling.

It was observed the environmental concern raised the need for getting knowledge about the environment. The impact of environmental knowledge on the value perception of sustainable fashion products varied for the consumers affected by Covid-19 at different levels. Quality perception and price perception were influenced most by environmental knowledge in that order for the consumers with “high fear and uncertainty” and “low fear and uncertainty”. Similarly, the perceived emotional and social values were influential on purchase intention for consumers with high fear and uncertainty, whereas price and social value perceptions were influential for the consumers with low fear and uncertainty.

This study is the initial study that investigated the impact of the Covid-19 pandemic on the consumption of sustainable fashion products. The integration of theory of consumption value into the knowledge, attitude behavior model allowed identifying the relationship between environmental issues and sustainable fashion consumption. Using the PERVAL scale for measuring perceived value, the study provided valuable insights for understanding the most important value dimensions for sustainable fashion products for consumer groups affected by Covid-19 at different levels. The results regarding the changes in the rankings related to the impact of environmental knowledge on dimensions of perceived value and the impact of perceived values on purchase intention enabled the integrated model to explain the attitude–behavior gap.

The main purpose of this paper is to explore innovative ideas for a sustainable fashion supply chain in the future by focusing on investigating the impacts of COVID-19 on the fashion supply chain and review sustainable supply chain.

A systematic literature review (SLR) and a case study have been undertaken to explore the innovative ideas for a sustainable fashion supply chain developed after the COVID-19 outbreak. Having conducted a comprehensive literature search in electronic databases Google Scholar, Emerald Insight, ScienceDirect and ProQuest, 69 articles were selected and reviewed. A case of the Kering Group was used to explain the results.

This paper highlighted the basic concepts of a sustainable supply chain, reviewed the 10 principles of the United Nation Global Compact and their connections to promoting supply chain sustainability, as well as the three components of a sustainable supply chain: green supply chain, transparent supply chain and circular supply chain. Based on the results of a SLR and a real case of Kering Group, the paper identified 12 innovative ideas for a sustainable fashion supply chain: (1) biodegradable and natural materials, (2) textile recycling, (3) nearshoring, (4) artificial intelligence (AI), (5) robot, (6) 3D printing, (7) Internet of Things, (8) blockchain, (9) reverse resources; (10) bio-packaging, (11) augmented reality (AR) and virtual reality (VR) and (12) digital runway.

The epidemiological situations of the COVID-19 pandemic and the corresponding innovative ideas for a sustainable supply chain may change over time. While this paper provides a comprehensive literature review and case study, further research is needed to evaluate the effectiveness of current efforts in the development of a sustainable fashion supply chain through collecting both quantitative and qualitative data.

Embracing the issues from the COVID-19 pandemic, the results of this study are further explained by the case of Kering Group in the fashion industry. The managerial implications of the results and discussion are the need to adopt innovative ideas for a more sustainable fashion supply chain in the future. The success of sustainable supply chains work by leveraging the best available technologies such as robot, 3D printing, AR and VR, setting consistent standards for sustainability such as Environmental Profit and Loss and Kering & Textile Exchange and communicating with all parties throughout the supply chain, such as blockchain and AI. Investment in developing technology and innovative ideas will be the key of future to supply chain sustainability. Nonetheless, the specific approach used by each organization must be tailored to its characteristics, goals and circumstances.

Bringing upon unprecedented challenges, the pandemic has shown both companies and consumers just how fragile our planet is. Thus, to protect our planet in the long run, we need to not only make businesses more sustainable but also live more eco-friendly lifestyles.

To the best of the authors’ knowledge, this is the first work that conducts a systemic review of the relevant academic journal articles addressed to the managerial audience on sustainable (fashion) supply chain. In addition, this paper also adds some consideration to this gap by exploring the innovative ideas for a sustainable fashion supply chain in the future and using a case to illustrate how these ideas can be put in a real-life context. This paper discusses the impact of COVID-19 on different stages of the supply chain and gives innovative ideas that can be used in response to the changing epidemiological situations of the pandemic.

This study applies the modified brand avoidance model to examine factors that influence sustainable fashion avoidance behaviour among millennial shoppers in South Africa.

A positivistic approach and a web-based online survey were employed to collect cross-sectional data from 423 millennial fashion shoppers. Standard multiple regression analysis was used to test proposed hypotheses.

Unmet expectations, materialism and symbolic incongruence emerged as major predictors of millennials' intention to avoid sustainable fashion. Sustainable fashion avoidance intention was found to have a positive effect on sustainable fashion avoidance behaviour.

This study relied on self-reported data collected from millennial shoppers. Future studies may improve the generalizability of this study's results by conducting a comparative study with other cohorts such as baby boomers and Generation X who espouse different shopping values. Future studies may benefit from the use of longitudinal data in order to understand how millennial shoppers relate to sustainable fashion as it evolves.

The results of this study suggest the importance of developing value propositions that align sustainable fashion with cultural, personality and symbolic cues valued by millennial shoppers. Consumer education on the benefits of sustainable fashion is recommended as a long-term behavioural change strategy.

The purchase behaviour of sustainable fashion should be encouraged as it enhances environmental sustainability including safeguarding the livelihoods of future generations.

This study contributes to literature on sustainable fashion avoidance behaviour. This is one of the pioneering studies to empirically examine the influence of unmet expectations, symbolic incongruence and ideological incompatibility in the context of an emerging market, such as South Africa.

The purpose of this paper is to examine what the term sustainable fashion means from the perspective of micro-organisations, experts, and consumers.

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 indicate that interpretation of sustainable fashion is context and person dependent. A matrix of key criteria provides the opportunity to find common elements.

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.

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.

The criteria identified provide assurance for consumers that sustainable fashion is produced with social aspects in mind (fair wages, good working conditions).

The paper proposes a matrix that allows micro-organisations to clearly identify their collections as sustainable.

The authors investigated the role of cultural (i.e. traditional and religious) values in predicting the relationships between the attitudes toward the environment and slow fashion and the purchase intention for sustainable apparel.

An online survey was conducted in Amazon Mechanical Turk with the millennials of the US (n = 317). The data were analyzed through structural equation modeling (SEM).

The connection with indigenous cultural values in terms of the (1) traditional values positively influenced attitudes toward the environment and slow fashion; (2) religious values positively influenced attitude toward slow fashion but did not influence attitude toward the environment. (3) Both attitudes towards environment and slow fashion positively influenced purchase intention for sustainable apparel. (4) The connection with cultural values did not influence purchase intention toward sustainable apparel directly; however, (5) attitude toward slow fashion mediated the relationship between connection with cultural values and purchase intention for sustainable apparel both in terms of traditional and religious values, and (6) attitude toward the environment mediated the relationship between connection with traditional values and purchase intention for sustainable apparel.

Instead of focusing only on pro-environmental messages, marketers should use culture-specific cues to evoke favorable attitudinal and behavioral responses toward sustainable apparel.

Advertisement cues of sustainable apparel imbuing the target market's cultural values could help in protecting culturally significant elements of nature in the long-term by evoking positive attitudes toward the environment and slow fashion and encouraging purchase intention for sustainable apparel in the short-term.

The authors indicated the importance of indigenous cultural values in shaping favorable attitudes toward the environment and slow fashion and purchase intention for sustainable apparel.