Perception of Consumers’ Awareness about Sustainability of Fashion Brands

Doroteja Mandarić, Anica Hunjet and Goran Kozina
Additional contact information
Doroteja Mandarić: University Center Varaždin, University North, 42000 Varaždin, Croatia
Anica Hunjet: University Center Varaždin, University North, 42000 Varaždin, Croatia
Goran Kozina: University Center Varaždin, University North, 42000 Varaždin, Croatia

JRFM, 2021, vol. 14, issue 12, 1-14

Abstract: Consumers’ perception, awareness, and behavior toward sustainable fashion were surveyed with a questionnaire in which 263 respondents participated, and obtained data were primarily analyzed using descriptive statistics and t -test. The focus of this research was consumer attitudes toward sustainable business practices of fashion brands. Based on the conducted research, differences were found between sexes in the perception of their own awareness of sustainability in fashion, where women consider their own awareness to be higher than men’s. The perception of fashion sustainability awareness in women younger than 35 and those over 36 was also examined. The research showed a gap between consumers’ awareness, their positive attitude toward sustainable fashion, and a lack of action in that direction when making purchasing decisions. The results of these studies provide a better understanding of one’s own perception of awareness in terms of fashion sustainability and various connected factors, as well as difference in both sexes’ awareness of these factors, which may influence consumer behavior related to sustainable fashion products. Thus they can facilitate the implementation of relevant strategies in the fashion industry.

Keywords: sustainable fashion; sustainable business; consumer behavior; consumer information; corporate social responsibility (search for similar items in EconPapers)
JEL-codes: C E F2 F3 G (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
https://www.mdpi.com/1911-8074/14/12/594/pdf (application/pdf)
https://www.mdpi.com/1911-8074/14/12/594/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jjrfmx:v:14:y:2021:i:12:p:594-:d:698460

Access Statistics for this article

JRFM is currently edited by Ms. Chelthy Cheng

More articles in JRFM from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().