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

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.


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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1125-1125.


Rishtee Batra, Indian School of Business, India
Tonya Boone, College of William and Mary, USA


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


Feeling Bad by Wanting More or Wanting More by Feeling Bad: The Materialism - Well-Being Cycle

Esther Doriette Tamara Jaspers, Massey University
Rik Pieters, Tilburg University, The Netherlands

Read More


When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements

In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA

Read More


The Pleasure of Being Right (Even When the World Is Bad)

Carey K. Morewedge, Boston University, USA
Janna Russmann, University of Cologne
Danica Mijovic-Prelec, Massachusetts Institute of Technology, USA
Drazen Prelec, Massachusetts Institute of Technology, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.