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The Consumer in the Fashion Industry: An Empirical Study to Understand if It Is Sustainable
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Author(s): Francesco Pacchera (Tuscia University, Italy), Cecilia Silvestri (Tuscia University, Italy)and Alessandro Ruggieri (Tuscia University, Italy)
Copyright: 2024
Pages: 19
Source title:
Driving Green Marketing in Fashion and Retail
Source Author(s)/Editor(s): Theodore Tarnanidis (International Hellenic University, Greece), Evridiki Papachristou (International Hellenic University, Greece), Michail Karypidis (International Hellenic University, Greece)and Vasileios Ismyrlis (Hellenic Statistical Authority, Greece)
DOI: 10.4018/979-8-3693-3049-4.ch007
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Abstract
The production and consumption of textile products worldwide generate severe environmental impacts as well as economic and social repercussions. Companies are embarking on a new path towards sustainable production and consumption patterns to respond to increasingly environmentally conscious consumers. This study aims to investigate the characteristics of a sustainable consumer in the fashion industry and their level of awareness regarding sustainability at the time of purchase. To this end, a questionnaire was developed to analyse consumer behaviour in the fashion sector, while various statistical techniques were used to analyse the data. The results show that a cluster of consumers can be defined as sustainable, and that socio-demographic variables and price influence the purchase of sustainable products. Sustainability knowledge is also crucial for adopting sustainable consumption behaviour.
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