Sustainable Fashion Consumption: Influence Of Fashion Consciousness And Environmental Concern

Abstract

Sustainable consumption involves making mindful decisions about consumption, utilisation and disposal of items, and has been recognised as one of the 17 Sustainable Development Goals (SDGs), envisioned to be used as a "common framework” for global prosperity and peace. The fashion industry in particular thrives on mass consumption; precipitated by trend-focused, fast-paced product lifecycles to entice consumers, without consideration of its adverse impact on the environment. Therefore, this study wishes to address the issue by exploring the relationship between fashion consciousness and environmental concern with the consumption of sustainable fashion, and whether they play a significant role in influencing consumers’ consumption pattern. The study targeted consumers of apparel (fashion) goods, and data were collected from 101 individual Gen-Z, Millennial and Gen-X consumers residing in the state of Mizoram in North-East India through an online survey. The survey comprised of  several items divided into 4 sections namely, 1) Demographic information, 2) Interest in Fashion, 3) Environmental concern, and 4) Awareness of and behaviour towards sustainable fashion consumption. A 5-point Likert ranking system was used in the survey. Linear regression was used to find the relationship between the variables. Analysis of data shows us that environmental concern has a significant influence on sustainable fashion consumption, whereas fashion consciousness does not. The findings however also bring to notice the gap in the understanding of sustainable consumption practices by consumers. These findings contribute to existing literature on sustainable consumption in the field of fashion by understanding consumer awareness and willingness to adopt sustainable fashion consumption practices. Furthermore, the study suggests managerial implications for fashion business decision-makers in implementing changes to achieving sustainable supply chains, and towards sustainable marketing and educating consumers.