Can ‘Experiential Marketing’ help us to achieve sustainable fashion consumption? In this article, we review a new approach to bridging the attitude-behaviour gap in sustainable fashion consumption.
Social and Environmental Concerns In Fashion
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 regarding the production and consumption of fashion products.
Such 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, the fashion industry is deemed as one of the most polluting economic sectors.
Moreover, constant PETA reports about animal cruelty associated with fashion brands and illegal skin tradings, have provoked many activists against the use of animal products in fashion.
Attitude-Behaviour Gap In Sustainable Fashion Consumption
Despite the fact that a large number of fashion buyers express their concerns about the negative impact of their clothing on the environment, research shows that the majority do not take any action. This phenomenon is known to experts in the field as ‘attitude-behaviour’ or ‘intention-behaviour’ gap in sustainable fashion consumption.
In other words, consumers concerns about the state of the industry, the provenience of their clothes, the materials and the labour used, fashion buyers, is not reflected in their fashion purchases.
As such, the focus of academic research in this area of investigation revolves around exploring the factors hampering sustainable fashion consumption. These studies aim to find solutions for practitioners to close the gap by creating more effective ways of communicating with consumers.
A New Approach To Sustainable Fashion Consumption
In this light, a new study, ‘Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application‘, investigates the possibility of using experiential marketing to engage young fashion consumer in sustainable fashion products consumption.
the study points out 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.