Sustainable fashion products consumption and a new approach to bridging the attitude-behaviour gap.
Sustainable Fashion Products Consumption – Social and Environmental Concerns
Over the last two decades, research conducted on fashion consumers has demonstrated that a high proportion of fashion buyers are concerned with ethical and sustainability-related issues in the production and consumption of fashion products.
These concerns, stand both on social and environmental aspects. The labour conditions in the production of fashion goods as found after the Rana Plaza catastrophic incident, or unpleasant states of Cambodian clothing factories, are just a few examples of how fashion brands have neglected social welfare in their business models.
On the environmental side, these consumer concerns were justified results found the fashion industry as the second polluting economic sector. Moreover, constant PETA reports about animal cruelty associated with fashion brands and illegal skin tradings, have raised environmental concerns amongst fashion consumers and decision-makers.
Sustainable Fashion Products Consumption – Attitude-Behaviour Gap
However, research shows that the majority of these expressed concerns are not being translated into actual behaviour, known to experts in the field as ‘attitude-behaviour’ or ‘intention-behaviour’ gap.
That means, despite showing concern about the state of the industry, the provenience of their clothes, the materials and the labour used, fashion buyers do not reflect such concerns according to their fashion purchases.
As such, the focus of academic research in this area of investigation revolves around exploring the factors hampering ethical behaviour and finding solutions for practitioners to close the gap by creating more effective ways of communicating with consumers.
Sustainable Fashion Products Consumption – A New Approach
In a contribution, Jinghe Han from the department of clothing and textiles in Yonsei University, Dr. Yuri Seo from the University of Auckland Business School, and Eunju Ko, Professor of Fashion Marketing in the Yonsei University, came up with a new approach to the above-mentioned problem, the attitude-behaviour gap in regard to the fashion consumer.
In their study, with the topic of ‘Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application‘, the authors investigate the possibility of using experiential marketing to engage young fashion consumer in sustainable fashion products consumption.
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Their study points out to the potential value that experiential marketing might have in bridging the gap between pro sustainable attitude and their actual behaviour, mainly by staging memorable and personalised experiences. Do you agree with them that experiential marketing can change fashion buyers consumption (read behaviour) to match their attitude? Would love to know your take on this so let us know in the comments box below.