Barriers, brands and consumer knowledge: Slow fashion in an Australian context | Intellect Skip to content
1981
  1. Home
  2. A-Z Publications
  3. Clothing Cultures
  4. Volume 8, Issue 1
  5. Article
Volume 8, Issue 1
  • ISSN: 2050-0742
  • E-ISSN: 2050-0750

Abstract

Fast fashion contributes to substantial environmental and ethical impacts at every stage of the product lifecycle and is a continuously growing industry within Australia. While slow fashion exists as an environmentally sustainable fashion alternative and appears to be gaining in popularity, little is known about the knowledge, attitudes and behaviours of the general Australian consumer towards slow fashion. This study aimed to develop an understanding of Australian consumers’ attitudes and perceptions towards the consumption of four types of slow fashion (secondhand shopping, high-end labels, hiring garments and eco-clothing). Participants ( = 209) completed a mixed-methods online survey. Quantitative items included a multiple-choice questionnaire on specific aspects of slow fashion knowledge, including clothing consumption, specific environmental impacts of the fashion industry and the origins and purpose of the slow fashion movement. Open-ended items were analysed for information about barriers, associated brand names and additional knowledge. Results from the multiple-choice questionnaire suggested participants possess satisfactory knowledge of fast and slow fashion; however, open-ended knowledge measures did not support this. Qualitative responses indicated potential barriers to purchasing slow fashion, including a lack of interest, cost, awareness, availability and sizing, as well as highlighted brand names that consumers associate with both slow and fast fashion. To the best of our knowledge, this study is the first of its kind focusing on an Australian sample. These findings will have implications for behaviour-change efforts among educators and businesses, enabling them to implement targeted strategies to promote the consumption of slow fashion among general Australian consumers.

© 2021 Intellect Ltd
Loading

Article metrics loading...

/content/journals/10.1386/cc_00046_1
2021-03-01
2024-04-25
Loading full text...

Full text loading...

References

  1. Aji, H. M., and Sutikno, B.. ( 2015;), ‘ The extended consequence of greenwashing: Perceived consumer skepticism. ’, The International Journal of Business and Information, 10:4, pp. 433–68, https://doi.org/10.6702/IJBI.2015.10.4.2. Accessed 10 September 2021.
     [Google Scholar]
  2. Australian Fashion Council ( 2022), National Clothing Product Stewardship Scheme: Clothing Data Report, Collingwood:: AFC;, https://drive.google.com/file/d/1KjX6pRsPI9WPjFW1ANJXz0o4XNyigoCB/view. Accessed 26 July 2022.
     [Google Scholar]
  3. Barry, M.. ( 2020), Clothing Retailing in Australia IBIS World Industry Report G4251, Melbourne:: IBISWorld;, https://my.ibisworld.com/au/en/industry/g4251/about. Accessed 2 January 2021.
     [Google Scholar]
  4. Bick, R.,, Halsey, E., and Ekenga, C.. ( 2018;), ‘ The global environmental injustice of fast fashion. ’, Environmental Health, 17:1, pp. 92–6, https://doi.org/10.1186/s12940-018-0433-7. Accessed 12 April 2019.
     [Google Scholar]
  5. Birtwistle, G., and Moore, C.. ( 2007;), ‘ Fashion clothing – Where does it all end up?. ’, International Journal of Retail & Distribution Management, 35:3, pp. 210–16, https://doi.org/10.1108/09590550710735068. Accessed 10 May 2019.
     [Google Scholar]
  6. Bray, J.,, Johns, N., and Kilburn, D.. ( 2011;), ‘ An exploratory study into the factors impeding ethical consumption. ’, Journal of Business Ethics, 98:4, pp. 597–608, https://doi.org/10.1007/s10551-010-0640-9. Accessed 17 April 2019.
     [Google Scholar]
  7. Britten, F.. ( 2022;), ‘ Fashion brands pause use of sustainability index tool over greenwashing claims. ’, The Guardian, 29 June, https://www.theguardian.com/fashion/2022/jun/28/fashion-brands-pause-use-of-sustainability-index-tool-over-greenwashing-claims. Accessed 9 August 2022.
     [Google Scholar]
  8. Butler, S., and Francis, S.. ( 1997;), ‘ The effects of environmental attitudes on apparel purchasing behavior. ’, Clothing and Textiles Research Journal, 15:2, pp. 76–85, https://doi.org/10.1177/0887302x9701500202. Accessed 15 September 2019.
     [Google Scholar]
  9. Campbell, A.. ( 2021;), ‘ For Australian brands, sustainable fashion becomes the rule. ’, Vogue Australia , 8 June, https://www.vogue.com.au/fashion/news/for-australian-brands-sustainable-fashion-becomes-the-rule/image-gallery/e95ffadc8d2f9b7408fd9eb8a4139402. Accessed 3 September 2021.
  10. Carrington, M.,, Neville, B., and Whitwell, G.. ( 2014;), ‘ Lost in translation: Exploring the ethical consumer intention–behavior gap. ’, Journal of Business Research, 67:1, pp. 2759–67, https://doi.org/10.1016/j.jbusres.2012.09.022. Accessed 2 May 2019.
     [Google Scholar]
  11. Chan, E.. ( 2020;), ‘ Will the fashion rental market ever recover from COVID-19?. ’, Vogue UK , 17 May, https://www.vogue.co.uk/fashion/article/will-the-fashion-rental-market-recover. Accessed 18 September 2021.
  12. Clarke, V., and Braun, V.. ( 2013;), ‘ Teaching thematic analysis: Overcoming challenges and developing strategies for effective learning. ’, The Psychologist, 26:2, pp. 120–23, https://www.researchgate.net/publication/269928387_Teaching_thematic_analysis_Overcoming_challenges_and_developing_strategies_for_effective_learning. Accessed 14 June 2019.
     [Google Scholar]
  13. Connell, K. H.. ( 2010;), ‘ Internal and external barriers to eco-conscious apparel acquisition. ’, International Journal of Consumer Studies, 34:3, pp. 279–86, https://doi.org/10.1111/j.1470-6431.2010.00865.x. Accessed 22 April 2019.
     [Google Scholar]
  14. Considine, J.,, Botti, M., and Thomas, S.. ( 2005;), ‘ Design, format, validity and reliability of multiple choice questions for use in nursing research and education. ’, Collegian, 12:1, pp. 19–24, https://doi.org/10.1016/S1322-7696(08)60478-3, Accessed 14 July 2019.
     [Google Scholar]
  15. Craik, J.. ( 2017;), ‘ Fashioning Australian: Recent reflections on the Australian style in contemporary fashion. ’, Journal of Asia-Pacific Pop Culture, 2:1, pp. 30–52, https://doi.org/10.5325/jasiapacipopcult.2.1.0030. Accessed 6 June 2021.
     [Google Scholar]
  16. Crommentuijn-Marsh, P.,, Eckert, C., and Potter, S.. ( 2010;), ‘ Consumer behaviour towards sustainability within fashion. ’, International Conference on Kansei Engineering and Emotion Research, Paris, 2–4 March.
     [Google Scholar]
  17. Do, K.. ( 2019), Fast Fashion in Australia IBIS World Industry Report OD4172, Melbourne:: IBISWorld;, https://www.ibisworld.com/au/industry/fast-fashion/4172/. Accessed 19 May 2019.
     [Google Scholar]
  18. Enhanced Media Metrics Australia ( 2015;), EMMA Retail Trends and Insights. , http://www.emma.com.au/wp-content/uploads/2015/04/emma-retail-report_Final_V0.08.pdf. Accessed 3 June 2019.
  19. Ernst & Young ( 2021;), From High Fashion to High Vis: The Economic Contribution of Australia’s Fashion and Textile Industry. , Melbourne:: EY;, https://ausfashioncouncil.com/wp-content/uploads/2021/05/From-high-fashion-to-high-vis-EY-final-report-31-May-2021.pdf. Accessed 10 July 2021.
  20. Fletcher, K.. ( 2010;), ‘ Slow fashion: An invitation for systems change. ’, Fashion Practice, 2:2, pp. 259–65, https://doi.org/10.2752/175693810x12774625387594. Accessed 18 March 2019.
     [Google Scholar]
  21. Gabrielli, V.,, Baghi, I., and Codeluppi, V.. ( 2013;), ‘ Consumption practices of fast fashion products: A consumer-based approach. ’, Journal of Fashion Marketing and Management, 17:2, pp. 206–24, https://doi.org/10.1108/JFMM-10-2011-0076. Accessed 14 April 2019.
     [Google Scholar]
  22. Goworek, H.. ( 2011;), ‘ Social and environmental sustainability in the clothing industry: A case study of a fair trade retailer. ’, Social Responsibility Journal, 7:1, pp. 74–86, https://doi.org/10.1108/17471111111114558. Accessed 28 March 2019.
     [Google Scholar]
  23. Harris, F.,, Roby, H., and Dibb, S.. ( 2015;), ‘ Sustainable clothing: Challenges, barriers and interventions for encouraging more sustainable consumer behaviour. ’, International Journal of Consumer Studies, 40:3, pp. 309–18, https://doi.org/10.1111/ijcs.12257. Accessed 8 April 2019.
     [Google Scholar]
  24. Henninger, C. E.,, Alevizou, P. J., and Oates, C. J.. ( 2016;), ‘ What is sustainable fashion?. ’, Journal of Fashion Marketing and Management, 20:4, pp. 400–16, https://doi.org/10.1108/JFMM-07-2015-0052. Accessed 27 March 2019.
     [Google Scholar]
  25. Hill, J., and Lee, H.. ( 2012;), ‘ Young Generation Y consumers’ perceptions of sustainability in the apparel industry. ’, Journal of Fashion Marketing and Management, 16:4, pp. 477–91, https://doi.org/10.1108/13612021211265863. Accessed 12 February 2019.
     [Google Scholar]
  26. Iqbal, S.. ( 2017;), Online Clothing Rental Market by End-Users (Women, Men, and Kids) and Clothing Style (Ethnic, Western, and Others) – Global Opportunity Analysis and Industry Forecast, 2017–2023. , Portland, OR:: Allied Market Research;, https://www.alliedmarketresearch.com/online-clothing-rental-market. Accessed 23 September 2019.
     [Google Scholar]
  27. Jestratijevic, I., and Rudd, N.. ( 2018;), ‘ Six forms of sustainable fashion. ’, Trends in Textile and Fashion Design, 2:4, pp. 220–22, https://doi.org/10.32474/LTTFD.2018.02.000145. Accessed 14 March 2019.
     [Google Scholar]
  28. Joergens, C.. ( 2006;), ‘ Ethical fashion: Myth or future trend?. ’, Journal of Fashion Marketing and Management, 10:3, pp. 360–71, https://doi.org/10.1108/13612020610679321. Accessed 12 May 2019.
     [Google Scholar]
  29. Kang, J.,, Liu, C., and Kim, S.. ( 2013;), ‘ Environmentally sustainable textile and apparel consumption: The role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. ’, International Journal of Consumer Studies, 37:4, pp. 442–52, https://doi.org/10.1111/ijcs.12013. Accessed 18 March 2019.
     [Google Scholar]
  30. Keller, J., and Geiger, S.. ( 2017;), ‘ Shopping for clothes and sensitivity to the suffering of others: The role of compassion and values in sustainable fashion consumption. ’, Environment and Behavior, 50:10, pp. 1119–44, https://doi.org/10.1177/0013916517732109. Accessed 17 May 2019.
     [Google Scholar]
  31. Lee, S.. ( 2011;), ‘ Consumers’ value, environmental consciousness, and willingness to pay more toward green-apparel products. ’, Journal of Global Fashion Marketing, 2:3, pp. 161–69, https://doi.org/10.1080/20932685.2011.10593094. Accessed 12 May 2019.
     [Google Scholar]
  32. Lombard, M.,, Snyder-Duch, J., and Bracken, C.. ( 2002;), ‘ Content analysis in mass communication: Assessment and reporting of intercoder reliability. ’, Human Communication Research, 28:4, pp. 587–604, https://doi.org/10.1111/j.1468-2958.2002.tb00826.x. Accessed 2 June 2019.
     [Google Scholar]
  33. McKenzie-Mohr, D.. ( 2011;), ‘ Fostering sustainable behavior. ’, in D. McKenzie-Mohr. (ed.), Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing, , 3rd ed.., New York:: New Society Publishers;, pp. 9–39.
     [Google Scholar]
  34. McNeill, L., and Moore, R.. ( 2015;), ‘ Sustainable fashion consumption and the fast fashion conundrum: Fashionable consumers and attitudes to sustainability in clothing choice. ’, International Journal of Consumer Studies, 39:3, pp. 212–22, https://doi.org/10.1111/ijcs.12169. Accessed 13 March 2019.
     [Google Scholar]
  35. McVeigh, K.. ( 2017;), ‘ Cambodian female workers in Nike, Asics and Puma factories suffer mass faintings. ’, The Guardian, 25 June, https://www.theguardian.com/business/2017/jun/25/female-cambodian-garment-workers-mass-fainting. Accessed 18 October 2021.
     [Google Scholar]
  36. Miller, K.. ( 2013;), ‘ Hedonic customer responses to fast fashion and replicas. ’, Journal of Fashion Marketing and Management, 17:2, https://doi.org/10.1108/JFMM-10-2011-0072. Accessed 3 May 2019.
     [Google Scholar]
  37. Napper, I., and Thompson, R.. ( 2016;), ‘ Release of synthetic microplastic plastic fibers from domestic washing machines: Effects of fabric type and washing conditions. ’, Pollution Bulletin, 112:1&2, pp. 39–45, https://doi.org/10.1016/j.marpolbul.2016.09.02. Accessed 23 February 2019.
     [Google Scholar]
  38. Nunnally, J., and Bernstein, I.. ( 1994), Psychometric Theory, , 3rd ed.., New York:: McGraw-Hill;.
     [Google Scholar]
  39. Oo, S.. ( 2021), Fast Fashion in Australia IBIS World Industry Report OD4172, Melbourne:: IBISWorld;, https://my.ibisworld.com/au/en/industry-specialized/od4172/about. Accessed 20 October 2021.
     [Google Scholar]
  40. Owen, N.. ( 2020;), ‘ “I shouldn’t be excluded from sustainable fashion just because I’m plus-size”. ’, Cosmopolitan, 11 August, https://www.cosmopolitan.com/uk/fashion/style/a32799341/sustainable-plus-size-fashion/. Accessed 23 September 2021.
     [Google Scholar]
  41. Ozdamar Ertekin, Z., and Atik, D.. ( 2014;), ‘ Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion. ’, Journal of Macromarketing, 35:1, pp. 53–69, https://doi.org/10.1177/0276146714535932. Accessed 8 September 2019.
     [Google Scholar]
  42. Park, H., and Lin, L.. ( 2018;), ‘ Exploring attitude–behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products. ’, Journal of Business Research, 117, pp. 623–8, https://doi.org/10.1016/j.jbusres.2018.08.025. Accessed 2 June 2019.
     [Google Scholar]
  43. Payne, A., and Ferrero-Regis, T.. ( 2019;), ‘ Sustainable fashion in Australia: Raw fiber, fast fashion, and new localism. ’, in A. Gwilt,, A. Payne, and E. Ruthschilling. (eds), Global Perspectives on Sustainable Fashion, Sydney:: Bloomsbury Publishing;, pp. 180–90.
     [Google Scholar]
  44. Pookulangara, S., and Shephard, A.. ( 2013;), ‘ Slow fashion movement: Understanding consumer perceptions – An exploratory study. ’, Journal of Retailing and Consumer Services, 20:2, pp. 200–06, https://doi.org/10.1016/j.jretconser.2012.12.002. Accessed 30 March 2019.
     [Google Scholar]
  45. Rosa, A. M.. ( 2013;), ‘ The evolution and democratization of modern fashion: From Frederick Worth to Karl Lagerfeld’s fast fashion. ’, Communicação e Sociedade, 24:79, pp. 79–94, https://doi.org/10.17231/comsoc.24(2013).1777. Accessed 20 October 2021.
     [Google Scholar]
  46. Roux, D., and Korchia, M.. ( 2006;), ‘ Am I what I wear? An exploratory study of symbolic meanings associated with secondhand clothing. ’, Advances in Consumer Research, 33:1, pp. 29–35, https://www.researchgate.net/publication/259474955_Am_I_What_I_Wear_An_Exploratory_Study_of_Symbolic_Meanings_Associated_with_Secondhand_Clothing. Accessed 14 September 2019.
     [Google Scholar]
  47. Segran, E.. ( 2021;), ‘ H&M is one of fashion’s biggest polluters. Now its foundation is on a $100 million quest to save the planet. ’, Fast Company, 27 January, https://www.fastcompany.com/90596456/hm-is-one-of-fashions-biggest-polluters-now-its-on-a-100-million-quest-to-save-the-planet. Accessed 1 September 2021.
     [Google Scholar]
  48. Smith, P.. ( 2022;), ‘ Global apparel market – statistics & facts. ’, Statista , https://www.statista.com/study/54163/apparel-retail-worldwide/. Accessed 10 August 2022.
  49. ThredUp ( 2020), 2020 Resale Report, Oakland:: ThredUp;, https://www.thredup.com/resale/2020. Accessed 2 January 2021.
     [Google Scholar]
  50. Turker, D., and Altuntas, C.. ( 2014;), ‘ Sustainable supply chain management in the fast fashion industry: An analysis of corporate reports. ’, European Management Journal, 32:5, pp. 837–49, https://doi.org/10.1016/j.emj.2014.02.001. Accessed 28 March 2019.
     [Google Scholar]
  51. University of Queensland ( 2018;), ‘ Fast fashion quick to cause environmental havoc. ’, n.d. , https://sustainability.uq.edu.au/projects/recycling-and-waste-minimisation/fast-fashion-quick-cause-environmental-havoc. Accessed 20 May 2019.
  52. Watson, M. Z., and Yan, R.-N.. ( 2013;), ‘ An exploratory study of the decision processes of fast versus slow fashion consumers. ’, Journal of Fashion Marketing and Management, 17:2, pp. 141–59, https://doi.org/10.1108/JFMM-02-2011-0045. Accessed 3 May 2019.
     [Google Scholar]
  53. Weller, S.. ( 2007;), ‘ Retailing, clothing and textiles production in Australia. ’, working paper no. 29, Melbourne:: Centre for Strategic Economic Studies Victoria University;.
     [Google Scholar]
  54. Xu, Y.,, Chen, Y.,, Burman, R., and Zhao, H.. ( 2014;), ‘ Second-hand clothing consumption: A cross-cultural comparison between American and Chinese young consumers. ’, International Journal of Consumer Studies, 38:6, pp. 670–77, https://doi.org/10.1111/ijcs.12139. Accessed 14 September 2019.
     [Google Scholar]
  55. Yoo, J.,, Divita, L., and Kim, H.. ( 2018;), ‘ Predicting consumer intention to purchase clothing products made from sustainable fabrics: Implications for the fast-fashion industry. ’, Clothing Cultures, 5:1, pp. 47–60, https://doi.org/10.1386/cc.5.1.47_1. Accessed 21 April 2019.
     [Google Scholar]
  56. Zwettler, A.. ( 2020;), ‘ Resale growth during COVID-19: Sellers engage in “quarantine clean out frenzies”. ’, Fashion United, 8 June, https://fashionunited.uk/news/fashion/resale-growth-during-covid-19-sellers-engage-in-quarantine-clean-out-frenzies/2020060849257. Accessed 12 September 2021.
     [Google Scholar]
  57. Skinner, Erin A.,, Litchfield, Carla A., and Le Busque, Brianna. ( 2021;), ‘ Barriers, brands and consumer knowledge: Slow fashion in an Australian context. ’, Clothing Cultures, 8:1, pp. 75–99, https://doi.org/10.1386/cc_00046_1
     [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1386/cc_00046_1
Loading
Barriers, brands and consumer knowledge: Slow fashion in an Australian context
Clothing Cultures 8, 75 (2021); https://doi.org/10.1386/cc_00046_1
/content/journals/10.1386/cc_00046_1
/content/journals/10.1386/cc_00046_1
Loading

Data & Media loading...

  • Article Type: Article
Keyword(s): barriers to behaviour change; brand association; conservation psychology; fashion consumers; fast fashion; secondhand; sustainable clothing

Most Cited Most Cited RSS feed

This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error