An Exploration of Transformative Learning Applied to the Triple Bottom Line of Sustainability for Fashion Consumers

Hyo Jung (Julie) Chang (), Nasir Rakib and Jaehan Min
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Hyo Jung (Julie) Chang: Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79409, USA
Nasir Rakib: Computer Science and Engineering, University of Texas at Arlington, Arlington, TX 76013, USA
Jaehan Min: National Institutes of Agricultural Sciences, Wanju 54875, Republic of Korea

Sustainability, 2023, vol. 15, issue 12, 1-14

Abstract: Growing awareness and concern about sustainability worldwide has drawn attention to the sustainability practices of the textile and apparel industry and its consumers. In particular, educating consumers about sustainability becomes more important as it can increase their sustainability awareness and prompt action. Therefore, based on the transformative learning theory, this study was designed to explore the current knowledge of sustainability of Generation Z fashion consumers by observing and analyzing a focus group discussion. A qualitative research method was used, twenty participants in four focus groups participated, and two activities were implemented during the focus group sessions in this study. A thematic analysis was used to interpret the qualitative transcribed data. Five themes emerged from the focus group discussion, including Normalizing Customer Activism, Short-Sighted Actions, Story Sharing with Others, Filling the Information Gap, and Challenging but Not Impossible. The results show that consumers have a limited understanding of sustainability, i.e., they are primarily concerned about the environmental aspect of sustainability. However, the knowledge and discussion extracted through video and website browsing led to transformative learning among the participants, thereby changing their understanding of sustainability from a predominantly environmental perspective to one that encompasses social aspects. In addition, after this learning process, fashion consumers can perceive sustainability more holistically as a balance of the three aspects of sustainability. The findings of this study can be applied to inform educational programs and create opportunities for reframing marketing strategies by leveraging various technological platforms.

Keywords: sustainability; transformative learning theory; triple bottom line; thematic analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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