Publicação
Perceptions of planned obsolescence in the fast fashion industry and its environmental consequences
| Resumo: | The fast fashion business model is a strategy based on planned obsolescence (i.e. artificially limiting a product’s lifespan), which through the continuous launch of new items, aims to attract consumer attention and promote frequent purchases of the newest items. While arguably catering to consumers’ desire for the latest fashion at affordable prices, this accelerated movement of replacement in the fashion industry has severe negative consequences for both the environment and sustainability patterns, by enabling both frequent purchases and frequent disposals. The purpose of this research is to gauge consumers’ understanding of planned obsolescence in the fast fashion industry, and their awareness of the environmental consequences of the fast fashion model. In addition, we apply an experimental study to examine the impact of information provision on consumers’ behavioural intentions with regard to clothes purchases. The results show that despite having experiences of planned obsolescence in the fashion industry, consumers do not consider their purchase decisions to contribute to the negative impact on the environment. As such, they have very few ethical and environmental considerations when making their purchases, and consider price as the most important factor influencing their choices. Notwithstanding, the results also show that simply providing consumers with information regarding the environmental impact of clothes production and disposal can significantly impact their willingness to reduce their consumption or pay more for ethically produced clothing. Our findings suggest an important role for social marketing, to educate consumers with regard to the environmental consequences of fast fashion and their role in reducing them; as well as a potential opportunity for retailers wanting to operate in a more environmentally responsible manner. |
|---|---|
| Autores principais: | Vitorino, Andreia Filipa Martins |
| Assunto: | Planned obsolescence Fast fashion Consumer ethics Social responsibility Responsabilidade social Ética Comportamento do consumidor Marketing social Indústria Moda |
| Ano: | 2016 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The fast fashion business model is a strategy based on planned obsolescence (i.e. artificially limiting a product’s lifespan), which through the continuous launch of new items, aims to attract consumer attention and promote frequent purchases of the newest items. While arguably catering to consumers’ desire for the latest fashion at affordable prices, this accelerated movement of replacement in the fashion industry has severe negative consequences for both the environment and sustainability patterns, by enabling both frequent purchases and frequent disposals. The purpose of this research is to gauge consumers’ understanding of planned obsolescence in the fast fashion industry, and their awareness of the environmental consequences of the fast fashion model. In addition, we apply an experimental study to examine the impact of information provision on consumers’ behavioural intentions with regard to clothes purchases. The results show that despite having experiences of planned obsolescence in the fashion industry, consumers do not consider their purchase decisions to contribute to the negative impact on the environment. As such, they have very few ethical and environmental considerations when making their purchases, and consider price as the most important factor influencing their choices. Notwithstanding, the results also show that simply providing consumers with information regarding the environmental impact of clothes production and disposal can significantly impact their willingness to reduce their consumption or pay more for ethically produced clothing. Our findings suggest an important role for social marketing, to educate consumers with regard to the environmental consequences of fast fashion and their role in reducing them; as well as a potential opportunity for retailers wanting to operate in a more environmentally responsible manner. |
|---|