Drivers and barriers for sustainable fashion consumption in Spain: A comparison between sustainable and non-sustainable consumers

Silvia Blas Riesgo*, Mariangela Lavanga, Mónica Codina

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

1 Citation (Scopus)

Abstract

This research identifies and portrays the under-researched segment of sustainable fashion consumers, drawing a comparison with the average consumers in Spain, and defines the drivers and barriers for sustainable fashion consumption, further contributing to the attitude-behaviour gap literature. Based on a sample of 1,063 respondents and 23 focus group participants, and following the Theory of Planned Behaviour, the results indicate that lack of trust in fashion companies and their sustainable statements is the main reason preventing consumers from buying sustainable products or doing it more often, followed by higher prices. It appears that the more sustainably conscious consumers are, the less they buy brand-new, preferring alternatives such as second-hand (mainly) and renting. Sustainable fashion consumers demonstrate greater fashion consciousness, environmental concern, perceived consumer effectiveness, and a higher subjective norm than average consumers. Conversely, price is still a critical purchasing driver for the average consumer.

Original languageEnglish
Pages (from-to)1-13
Number of pages13
JournalInternational Journal of Fashion Design, Technology and Education
DOIs
Publication statusPublished - 21 Jun 2022

Bibliographical note

Publisher Copyright:
© The Textile Institute and Informa UK Ltd 2022.

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