Doing Good While Looking Good: Consumer Perceptions of Sustainability in the Fashion Industry

Rishtee Batra, Indian School of Business, India
Tonya Boone, College of William and Mary, USA
In the past several decades academics have paid considerable attention to sustainable processes in the management of the value chain, examining issues such as how the design process can be structured to minimize environmental depletion and by-product emission and the impact of fair trade and wages upon consumption. However, researchers are yet to understand exactly why people choose to consume in a sustainable fashion. Despite the fact that we are seeing a rise in sustainable manufacturing and sustainable processes, there has not been much effort in understanding how consumers perceive these offerings and what impediments might exist in their adoption (Newholm and Shaw, 2007; De Pelsmacker et. al, 2006, Crane, 2001; Shrum et. al, 1995). Sustainability remains ill-defined from consumer perspective. Understanding what it means for consumers has implications for the entire supply chain- from operations strategy to marketing strategy. The present study seeks to uncover the drivers of sustainable consumption and identify various types of sustainable consumers.
[ to cite ]:
Rishtee Batra and Tonya Boone (2012) ,"Doing Good While Looking Good: Consumer Perceptions of Sustainability in the Fashion Industry", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1125-1125.