Sustainable clothing purchases: what are the barriers to this type of consumption? / Mélina GUICHETEAU / 2022

Titre : Sustainable clothing purchases: what are the barriers to this type of consumption? Type de document : Mémoire Auteurs : Mélina GUICHETEAU, Auteur Année de publication : 2022 Importance : 34 p. Note générale : Pour accéder aux fichier PDF, merci de vous identifier sur le catalogue de votre compte Office 365 via le bouton CONNEXION en haut de page Langues : Anglais moyen (ca.1100-1500) (enm) Mots-clés : Management CONSOMMATION ; ECOLOGIE ; MODE Résumé : On a worldwide scale, the textile industry has devastating socio-environmental consequences. Due to the rise of fast fashion, the textile industry is one of the industries that has the largest impact on climate change and contributes to global socio-economic inequalities. As a result, the concept of sustainability began to gain support in the fashion world. We have seen the birth of the concept of "sustainable fashion" in this context. There are several reasons why the concept of sustainability is gaining momentum in the fashion industry. Firstly, the various pressures on companies to comply with corporate social responsibility from stakeholders such as consumers, governments, shareholders, employees, etc. Secondly, the tightening of the regulatory framework, the scarcity of resources, or reputational interests. Consumers, on the other hand, may be unaware of the alternatives to fast fashion as well as the qualities of sustainable fashion products. Even though they are aware that the fashion business has a significant impact on the environment, there is a gap between people's understanding of sustainable fashion and their attitudes toward it. Despite the fact that many customers support sustainable fashion, their ideals rarely appear to be translated into action. It means that a number of obstacles prevent customers from turning their desire to buy sustainable fashion products into practice. As a society, identifying and eliminating barriers to pro-environmental behavior is critical if we are to progress toward more environmentally friendly practices (Kim Y. Hiller Connell, 2010). In this view, the question that I will try to answer in this research is the following one: Sustainable clothing purchases: what are the barriers to this type of consumption?Although studies on the attitude-behavior gap in ethical consumption have been undertaken, limited studies about barriers to sustainable fashion consumption have been conducted with a quantitative method. Understanding the impact of such obstacles on the formation of a sustainable fashion system is critical, as is enhancing marketers' and retailers' knowledge of customer participation (Kim Y. Hiller Connell, 2010). In this regard, the goal of this study is to add to prior research by determining which barriers impede consumers from adopting sustainable purchasing habits and offering insight into the impact of these barriers on sustainable fashion adoption.In the first part, I will develop a literature review about findings from existing literature. In a second part I will present the methodology I used to conduct this research. Then, in the third part I will discuss my findings and provide analysis. To finish, I will present a general discussion about this topic and my findings, I will also provide some recommendations Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=567376