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Article

How Does Sustainability Affect Consumer Choices in the Fashion Industry?

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Business Research Unit, ISCTE Business School, 1649-026 Lisbon, Portugal
2
Winning Lab, 1750-149 Lisbon, Portugal
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School of Economic and Organizational Sciences, Universidade Lusófona de Humanidades e Tecnologias/TRIE, 1749-024 Lisbon, Portugal
*
Author to whom correspondence should be addressed.
Academic Editor: Elena Cristina Rada
Received: 9 March 2021 / Revised: 30 March 2021 / Accepted: 13 April 2021 / Published: 19 April 2021
The fashion industry being one of the most polluting industries in the world means that it is an industry with an immense potential for change. Consumers are central and are closely intertwined with how companies act. This research reflects consumer perspectives and practices towards the topic of sustainability implemented in the fashion industry. The relevance of sustainability in the fashion industry and the key role of consumers in its implementation are undeniable and confirmed by consumers in a representation of general awareness and concern, despite not always being translated into actual practices. A qualitative research methodology, followed by a set of interviews conducted with consumers, revealed that the great majority are implementing a variety of practices when making their buying choices towards fashion items. Barriers such as lack of education, information, knowledge and transparency were identified, and this aspect was shared by consumers as a reason why they are not motivated to make more conscious decisions. Companies should educate consumers from a general perspective and focus on the group of consumers that are not implementing sustainability in the fashion industry in their buying choices, as they represent the potential for the future. View Full-Text
Keywords: sustainability; fashion industry; consumer behavior sustainability; fashion industry; consumer behavior
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MDPI and ACS Style

Pereira, L.; Carvalho, R.; Dias, Á.; Costa, R.; António, N. How Does Sustainability Affect Consumer Choices in the Fashion Industry? Resources 2021, 10, 38. https://0-doi-org.brum.beds.ac.uk/10.3390/resources10040038

AMA Style

Pereira L, Carvalho R, Dias Á, Costa R, António N. How Does Sustainability Affect Consumer Choices in the Fashion Industry? Resources. 2021; 10(4):38. https://0-doi-org.brum.beds.ac.uk/10.3390/resources10040038

Chicago/Turabian Style

Pereira, Leandro, Rita Carvalho, Álvaro Dias, Renato Costa, and Nelson António. 2021. "How Does Sustainability Affect Consumer Choices in the Fashion Industry?" Resources 10, no. 4: 38. https://0-doi-org.brum.beds.ac.uk/10.3390/resources10040038

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