A carregar...
Publicação
Fast-fashion consumption in Canada: the attitude-behaviour gap in changing consumer’s behavior
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 277.5 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The fast-fashion industry’s prominence continues to grow yet consumers still remain in the
dark on the socio-economic and environmental impacts of the industry. This study attempts to
not just understand the consumer’s awareness of these impacts but also to identify opportunities
to change their shopping behaviour along with any barriers to change that exist. A total of 14
interviews amongst Canadian consumers were conducted and analysed using grounded theory
methodology. The analysis reveals that consumers have very limited knowledge of the
industry’s impact and their continual contribution to the industry are centered around culture,
lack of awareness, budgeting and price, self-perception, and resistance to alternatives. This
analysis shows that cultural influences and one’s self-identity is a significant motivator behind
fast-fashion consumptions and not just price-sensitivity. These revelations may be of interest
to sustainability leaders and leaders of high-quality apparel brands that are interested in
acquiring fast-fashion consumers.
Descrição
Palavras-chave
Fast-fashion Sustainability Socio-economic Attitude behaviour gap