sustainability in fashion

Solino, Lívia Juliana Silva; Teixeira, Breno Moore de Lima; Dantas, Ítalo José de Medeiros

doi:10.31686/ijier.vol8.iss10.2670

Cited by 17 publications

(11 citation statements)

References 62 publications

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“…There is little trust in fashion brands because of freely used green claims and ambiguous and contradictory messages by fast fashion brands (Ertekin & Atik, 2015). Such skepticism towards sustainable brands is reduced by clear and transparent communication on the sourcing and manufacturing processes (Yan et al, 2012), as demanded by consumers (Solino et al, 2020). Sustainable brand owners intentionally take responsibility for and pride in ensuring worthwhile, cost‐effective, and efficient manufacturing processes (Lazzari, 2018) that are worth reporting to consumers.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Originally, the concept of slow fashion was inspired by the slow food movement in Italy that began in 1986. The key foci of the movement opposing fast fashion are choosing a more sustainable living, choosing local products made from natural materials and through natural processes, and producing and consuming less (Clark, 2008; Solino et al, 2020). Throughout the years, the values of slow fashion have been refined to include long‐term relationships, high‐quality pieces produced on a small‐scale, local, transparent, and meaningful interactions, and social equality and environmental quality.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Deliberately choosing a slower approach to life yields opportunities to build long‐term relationships between the customer, brand, and product (Fletcher, 2010), and the brand and artisans (Clark, 2008). Slow fashion brands find value in collaborating with fewer fabric suppliers and seamstresses, holding an approach of care and quality, prioritizing focused, long‐term relationships (Fletcher, 2010; Silva & Busarello, 2016, as cited in Solino et al, 2020), and seeking wisdom from experience (Fletcher, 2010). Likewise, consumers are becoming overwhelmed by the pace of the fashion industry and seek to find trusted brands that provide quality and long‐lasting investment pieces (Clark, 2008; Ertekin & Atik, 2015).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Instead, it suggests the marriage of timelessness and functionality. Slow fashion garments are designed and manufactured from natural materials as durable, practical, long‐lasting pieces (Chen, 2015; Fletcher, 2010; Solino et al, 2020) with a classic design independent of the fashion season (Clark, 2008).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Slow fashion businesses endeavor to present fashion consumption as an option, not a command (Clark, 2008), and the price tag seeks to reflect the true social and environmental cost behind the product (Fletcher, 2010; Solino et al, 2020). Not only the Slow‐fashion businesses fulfill the requirements for gender equality, no child labor, fair pay, and worker protection (Brewer, 2019; World Fair Trade Organization, 2017) but also seek to employ local artisans, marginalized small producers, and family businesses as a stance against poverty, equality, and self‐sufficiency (Clark, 2008; World Fair Trade Organization, 2017); however, undertaking such responsibility, along with ethical sourcing, increases the cost of the final product.…”

Section: Literature Reviewmentioning

confidence: 99%

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Sustainability motives, values and communication of slow fashion business owners

Ramonienė

2023

Journal of Philanthropy and Marketing

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Research on sustainable consumption is increasing however, it mostly focuses on commercial products. Fashion industry in general remains understudied especially small size business in sustainable fashion. Even this segment continues to be neglected in research, it creates a significant impact on sustainability. The study is carried in Lithuania. While sustainability is regarded as the business standard in neighboring countries, especially Scandinavia, Lithuania is still learning how to become more conscious and sustainable. Although the country has the capacity to lead sustainability in the region, there is inadequate education on this matter. Regardless, several local businesses and governments agree that incorporating sustainability is a single clear route to economic growth. The paper aims to understand motives and values of Lithuanian sustainable clothing business owners and explore how they communicate these motives and values. The study employs a qualitative approach of in-depth semi-structured interviews. The analysis is guided by the framework of grounded theory, which leads to the conception of four themes: (1) Initiating a Change; (2) Respectful and Responsible Approach; (3) Slowness; (4) Personal and Purposeful Communication. A possible limitation of this study is the language barrier. Participants could choose whether they wished to speak in English or Lithuanian. Three out of seven chose to speak their native language, while four agreed to speak in English. Although English-speaking participants did not show any difficulty expressing themselves, their interviews turned out to be shorter than those conducted in Lithuanian. Findings indicate that the motives, values, and communication procedures of the owners are reflected in bringing about a change in consumers' minds and actions, taking responsibility to show respect to stakeholders and the environment, slowing down in every step from design to shipping, and building a conscious and educated community. The paper has defined relevant terms and put forward the ground values of the sustainable fashion industry by giving a voice to sustainable clothing business owners, their experiences, and insights.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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Sustainability motives, values and communication of slow fashion business owners

Ramonienė

2023

Journal of Philanthropy and Marketing

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Believing in change: The role of implicit theory on consumer's perception of the brand's corporate social responsibility message

Kim

2023

J of Consumer Behaviour

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With the sustainable consumption paradigms, corporate social responsibilities (CSR) across industries have been under scrutiny. However, little research exists on how brand's business model and consumers' characteristics are intertwined to influence CSR evaluation. Our study aims to examine how the brand type (e.g., fast vs. slow business model) influences the relationships among CSR‐brand fit, authenticity, and skepticism, thus improving attitudes toward the brand. In addition, based on the implicit theory, how the consumer's incremental mindset (vs. entity) influences a brand's CSR evaluations are studied. Through two studies, our findings demonstrate consumers perceived a higher CSR‐brand fit for the slow fashion/food brand than the fast fashion/food brand. A higher CSR‐brand fit heightened the CSR authenticity and alleviated skepticism, which in turn resulted in positive brand evaluations. Importantly, incremental mindsets weakened the effect of brand type on CSR‐brand fit. As one of the first studies to examine the relationship between consumers' implicit theory orientation and a brand's CSR message, our findings demonstrate that an incremental mindset is a powerful consumer characteristic in evaluating a brand's CSR activities that are less congruent with the brand's established business model.

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