A study of ethical fashion consumption

Dehosse, Solene (2020-03)

Thesis (MCom)--Stellenbosch University, 2020.

Thesis

ENGLISH SUMMARY : The disastrous impacts of the fashion industry on the natural environment and society have come to light in recent years. As a result, some consumers expressly seek out fashion produced with environmental and social considerations in mind, by purchasing ethical fashion. Generally, consumers report favourable attitudes towards ethical fashion. However, actual sales of ethical fashion remain low, despite the evidence which explicates the damage the current fashion model causes the natural environment and societies. Thus, it seems there is a gap between reported attitudes to ethical fashion and actual consumption. Existing research has investigated the factors impacting ethical fashion. However, the results are varied and inconsistent. Thus, the current study used Stern’s Framework of environmentally significant behaviour in order to understand the factors impacting purchase intent for ethical fashion in South Africa. The impact of attitude, capability and contextual variables on purchase intent for ethical fashion was investigated. In-depth interviews were conducted with local ethical fashion industry experts in order to contextualise ethical fashion consumption in South Africa. In addition, broad themes were identified that were utilised in the quantitative research. Subsequently, a PLS-SEM model including attitude, personal capability and contextual variables, was tested. The results indicated that attitude is the only variable that significantly impacts purchase intent for ethical fashion. The results of the study indicate the ethical fashion brands and organisations should focus on price perceptions, perceived quality and style, perceived consumer effectiveness, concern for the environment and social welfare, ethical fashion understanding and perceived knowledge in order to improve consumer attitudes to ethical fashion in order to stimulate ethical fashion consumption in South Africa, thereby decreasing the consumers’ personal impact on the natural environment and society.

AFRIKAANSE OPSOMMING : Die rampspoedige gevolge van die modebedryf op die natuurlike omgewing asook die samelewing het die afgelope jare aan die lig gekom. As gevolg hiervan, soek sommige verbruikers uitdruklik modes wat geproduseer word met die oog op omgewings- en sosiale oorwegings, deur hoofsaaklik etiese modes aan te skaf. Oor die algemeen rapporteer verbruikers gunstige houdings teenoor etiese modes. Die werklike verkope van etiese modes bly egter laag, ondanks bewyse wat die skade wat die huidige modemodel aan die natuurlike omgewing en samelewing veroorsaak, verklaar. Dit wil voorkom asof daar 'n gaping bestaan tussen voorkeure tot etiese modes en werklike verbruik. Bestaande navorsing het die faktore wat etiese mode beïnvloed, ondersoek. Die resultate is egter uiteenlopend en teenstrydig. Dus het die huidige studie Stern's 'Framework of Environmentally Significant Behaviour' gebruik om die faktore wat koopbewustheid vir etiese modes in Suid-Afrika beïnvloed, te verstaan. Die impak van houdings, vermoëns en kontekstuele veranderlikes op koopintensie, gerig op etiese modes, is ondersoek. In-diepte onderhoude is met plaaslike kundiges in die etiese modebedryf gevoer om etiese modebruik in Suid-Afrika te kontekstualiseer. Daarbenewens is breë temas geïdentifiseer wat in die kwantitatiewe navorsing gebruik is. Daarna is 'n PLS-SEMmodel met houding, persoonlike vermoëns en kontekstuele veranderlikes getoets. Die resultate het aangedui dat houding die enigste veranderlike is wat die koopvoorneme op etiese wyse aansienlik beïnvloed. Die resultate van die studie dui aan dat etiese modehandelsmerke en organisasies moet konsentreer op pryspersepsies, waargenome kwaliteit en styl, waargenome verbruikerseffektiwiteit, omgee vir die omgewing en maatskaplike welsyn, etiese modebegrip, en waargenome kennis ten einde verbruikers se houdings tot etiese modes te verbeter. Dit kan dan etiese modeverbruik in Suid-Afrika stimuleer en sodoende die verbruiker se persoonlike impak op die natuurlike omgewing en die samelewing verminder.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/108468
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