Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/20258
Title: Popularization of sustainable fashion: barriers and solutions
Authors: Moon, KKL
Lai, CSY
Lam, EYN
Chang, JMT 
Keywords: Asian market
Environmentalism
Fashionism
Popularization barriers
Sustainable fashion
Issue Date: 2015
Publisher: Routledge, Taylor & Francis Group
Source: Journal of the Textile Institute, 2015, v. 106, no. 9, p. 939-952 How to cite?
Journal: Journal of the Textile Institute 
Abstract: The need to reduce the harmful consequences of environmental damage is fueling the development of environmentally friendly products. However, many people believe that being fashionable and being environmentally conscious are in direct conflict, and they question whether these two concepts can coexist. The results of a questionnaire survey of 327 consumers from South Korea show that consumers’ involvement in fashion is not necessarily linked to their intention to buy and consume sustainable fashion. This finding motivated us to investigate whether there are any barriers that restrict the popularization of sustainable fashion and, if so, how we can solve such a problem. From this perspective, an in-depth interview study was conducted to consolidate the views of five fashion professionals to reveal the major barriers to popularization. The ultimate goal is to explore solutions to bridge the gap between the supply and demand for sustainable fashion. The findings of this study extend our understanding of consumers’ attitude toward two conflicting values – fashionism and environmentalism, as well as the popularization barriers of sustainable fashion. This understanding is imperative to the promotion of the green movement in the fashion industry, particularly in Asian countries.
URI: http://hdl.handle.net/10397/20258
ISSN: 0040-5000
EISSN: 1754-2340
DOI: 10.1080/00405000.2014.955293
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