An Exploration of Transformative Learning Applied to the Triple Bottom Line of Sustainability for Fashion Consumers

Hyo Jung Chang · Mohammad Abu Nasir Rakib · Jaehan Min

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Environmental Sustainability in Business Sustainability in Higher Education Consumer Perception and Purchasing Behavior

Abstract

Growing awareness and concern about sustainability worldwide has drawn attention to the sustainability practices of the textile and apparel industry and its consumers. In particular, educating consumers about sustainability becomes more important as it can increase their sustainability awareness and prompt action. Therefore, based on the transformative learning theory, this study was designed to explore the current knowledge of sustainability of Generation Z fashion consumers by observing and analyzing a focus group discussion. A qualitative research method was used, twenty participants in four focus groups participated, and two activities were implemented during the focus group sessions in this study. A thematic analysis was used to interpret the qualitative transcribed data. Five themes emerged from the focus group discussion, including Normalizing Customer Activism, Short-Sighted Actions, Story Sharing with Others, Filling the Information Gap, and Challenging but Not Impossible. The results show that consumers have a limited understanding of sustainability, i.e., they are primarily concerned about the environmental aspect of sustainability. However, the knowledge and discussion extracted through video and website browsing led to transformative learning among the participants, thereby changing their understanding of sustainability from a predominantly environmental perspective to one that encompasses social aspects. In addition, after this learning process, fashion consumers can perceive sustainability more holistically as a balance of the three aspects of sustainability. The findings of this study can be applied to inform educational programs and create opportunities for reframing marketing strategies by leveraging various technological platforms.

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2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1981A Critical Theory of Adult Learning and Education 2005Toward a theory of sustainable entrepreneurship: Reducing environmental degradation through entrepreneurial action 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 2008The Evolution of John Mezirow's Transformative Learning Theory 2015Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice 2001Towards Sustainability: The Third Age of Green Marketing 2015How Do Employees Perceive Corporate Responsibility? Development and Validation of a Multidimensional Corporate Stakeholder Responsibility Scale

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