The sustainable clothing market: an evaluation of potential strategies for UK retailers

Helen Goworek · Tom A. Fisher · Tim Cooper · Sophie Woodward · Alex Hiller

217 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Environmental Sustainability in Business Consumer Retail Behavior Studies Sustainable Supply Chain Management

Abstract

Purpose This paper aims to investigate consumers' perspectives on sustainable clothing consumption and to examine ways in which this information could influence retailers' policies. Design/methodology/approach Qualitative research was conducted using focus groups, home tasks and workshops with 99 participants. The sample represented different groups of consumers in relation to their sustainability behaviour. Findings Focus group participants had a limited awareness of the sustainability impacts of clothing. Where participants displayed pro‐environmental behaviour, this was not necessarily intentional, but was largely a response to other influences. The respondents' maintenance and disposal of clothes were found to be influenced mainly by existing habits and routines, which usually take precedence over awareness of sustainable practice. The research indicated that consumers could be persuaded to change their behaviour in relation to sustainability by being encouraged and enabled to reflect more on their behaviour. Research limitations/implications This study uses qualitative research and is limited to UK consumers. Future research in this field could incorporate quantitative methods or in‐depth interviews. Academics could conduct further research and generate theories which apply to the sustainable consumption of clothing. Social implications The findings have implications for retailers, academics and society. Retailers can develop and implement more sustainable policies and practices in relation to clothing production and consumption. There are wider implications for society and the environment in that retailers' practices can impact greatly on the sustainability of the planet's resources. Originality/value This paper's originality lies in its assessment of the implications for retailers of consumers' views on the sustainable consumption of clothing.

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References

2022Business Research Methods 2001The myth of the ethical consumer – do ethics matter in purchase behaviour?2010Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers 2013Enter the Triple Bottom Line 2014Sustainable fashion and textiles: design journeys 2006Ethical fashion: myth or future trend?2007Fashion clothing – where does it all end up?2010Internal and external barriers to eco‐conscious apparel acquisition

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2017Sustainable Retailing in the Fashion Industry: A Systematic Literature Review 2021Implementing circular economy in the textile and clothing industry 2021Towards Circular Economy in Fashion: Review of Strategies, Barriers and Enablers 2022Consumer behavior in sustainable fashion: A systematic literature review and future research agenda 2022Consumer behavior in the circular economy: Developing a product-centric framework

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