View of A STUDY ON CONSUMER SENTIMENT ON SUSTAINABILITY IN FASHION

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ACCENT JOURNAL OF ECONOMICS ECOLOGY & ENGINEERING Peer Reviewed and Refereed Journal, ISSN NO. 2456-1037

Available Online: www.ajeee.co.in/index.php/AJEEE

Vol. 06, Special Issue 09, (IC-ETICM-2021) December 2021 IMPACT FACTOR: 7.98 (INTERNATIONAL JOURNAL)

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A STUDY ON CONSUMER SENTIMENT ON SUSTAINABILITY IN FASHION

Dr. Seema Modi

(M.A., M.Ed. Ph.D.), Assistant Professor, Department of Commerce, Christian Eminent College, Indore (M.P.)

Abstract - It is the responsibility of both consumers and businesses to consume natural resources efficiently, decrease pollution, and conserve the global environment and eco- system for future generations in order to achieve a sustainable and harmonious relationship between the economy and the environment. The textile and fashion industries have recently acknowledged the importance of sustainable development, as textiles are one of the world's most important industries and polluters. Fast fashion has exacerbated pollution; fashion has become more accessible as a result of globalization, which has made it possible to make clothing at lower costs. As a result, developing sustainable business strategies could aid the fashion sector in achieving sustainable development, increasing market share for "green garments" and increasing the rate of used clothing recycling.

During the COVID-19 issue, consumer demand for fashion players to act ethically and address the social and environmental implications of their enterprises grew even stronger.

Consumers have become even more interested in environmental issues as the fashion industry reorganizes for the new normal following the COVID-19 disaster. This gives the fashion sector a chance to reaffirm its commitment to sustainability. Furthermore, it may be the time to reduce the fashion system's seasonality. This paper focuses on consumer sentiments on sustainability in fashion and aims to explore the knowledge and perception of fashion consumer.

Keywords: Textile, Consumer, Fashion, Industry, Sustainability, Environment, Development, Attitude.

1 INTRODUCTION

The fashion business is well-known for its negative environmental and social consequences.

While these are particularly common in 'rapid fashion' production, the'slow fashion' countermovement tries to encourage more sustainable fashion purchasing habits. Despite this, the average consumer continues to favor quick fashion firms. Even though most of the consumers are aware of fast fashion's negative consequences, they continue to buy from fast fashion firms. The ratio is far smaller across the country, yet it is still considerable.

The phrase "sustainable fashion" was coined in the 1960s in response to the apparel industry's environmentally damaging and resource-intensive methods. The major goal of the sustainable fashion movement is to reduce the negative effects of the clothing industry on the economy, society, and the environment by implementing green, eco, and ethical fashion projects. Anti-fur protests against huge fashion businesses sparked the development of sustainable fashion, often known as slow fashion. Consumers were encouraged to consider the bigger picture of the fashion business, including fast fashion and its environmental implications. Various manufacturers are attempting to cater to an ecologically conscious audience today, in response to increased environmental consciousness and consumer demand, by using sustainable materials and recycled fabrics, as well as eliminating hazardous dyes, among other practices. Brands that cater to environmentally sensitive customers may have a competitive advantage over those who do not.

1.1 Objective

The objective of this paper is to explore consumer’s knowledge and perception regarding sustainability in fashion.

1.2 Research Methodology

The study has been conducted using descriptive method of research in which qualitative data used obtained from secondary source of data collection i.e. McKinsey survey report, research articles and papers published online.

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2 LITERATURE REVIEW

Various interpretations and explanations of the phrase can be found in the contemporary literature on sustainable fashion. The concept of sustainable fashion has emerged in recent decades as part of the slow fashion movement. Various synonyms and related terms, such as eco or green fashion and ethical fashion, are frequently used (Carey and Cervellon 2014).

Despite the fact that sustainable fashion is becoming increasingly important, consumer awareness and information about it is still at an abysmal level (Gonzalez 2015). Despite the lack of a unified definition of sustainable fashion, the fashion industry is without a doubt one of the most polluting industries today (UN Alliance for Sustainable Fashion n.d.).

Fast fashion, on the other hand, is the polar opposite of sustainable and slow fashion. It is a production concept that currently dominates the fashion industry. As a result of this fashion, the manufacturing and production of fashion products has been put under strain, posing a threat to sustainable methods (McNeill and Moore 2015).

According to new research, a few factors influence the formation of good attitudes toward environmentally conscious clothing consumption and impede long-term consumption. Lack of consumer understanding, information availability, economic resources, retail environment, and society norms are some of these variables (Connell 2010). Furthermore, many shoppers believe that sustainably manufactured apparel is unsightly and outdated (Tomolillo and Shaw 2004). Furthermore, there is the issue of greenwashing, which can be defined as phoney green marketing. As a result, any company that promotes green and sustainable business raises consumer suspicions. Companies can still acquire their trust, but it takes a long time to build and retain it over time (Rahman et al. 2015).

2.1 Consumer sentiment analysis for sustainable fashion- a summary of various reports

People, the economy, and society are the three main players in environmental conservation and sustainable development. Society is the bedrock of long-term development, and it is up to it to find and maintain a stable equilibrium across the system. In an industrial setting, ethical and value debates are complex and often difficult to apply. When designers and fashion firms pick the best environmental and social solution available at the time, they are demonstrating best practice.

 The Global Fashion Agenda, Sustainable Apparel Coalition, and The Boston Consulting Group collaborated on a research titled Pulse of the Fashion Industry. The research examines the global fashion industry's efforts to address chronic social, ethical, and environmental issues. According to the statistics, more than 75% of surveyed consumers regard sustainability as a high priority, and 50% intend to switch companies if the other one has greater social concerns. When the survey was conducted on actual choices, however, the results were a little less positive than the depicted statements.

 The purchasers' tweets relating to two major brands, Zara and Levi's, were mapped in a report on consumer sentiments about the two companies. The tweets and comments were analysed using a Nave Bayes classifier and Text mining, with the findings indicating that social media sites like Twitter may be used as a repository of a brand's consumer attitudes and unbiased opinions. Sentiment analysis of the tweets revealed the dominance of specific fashion trends and the need for fashion firms to adapt as rapidly as possible to ever-changing consumer needs. According to the survey, buyers in the younger age groups are more likely to choose items that are sustainable and have a low environmental impact.

 According to a recent survey published in the Harvard Business Review, 65 percent of respondents indicated they would like to buy purpose-driven, sustainable firms that are environmentally conscious, but only about 26% of them did. The report also mentions a persistent 'intention-action' gap caused by experience-driven decision making. The paper states that "people are encouraged to install solar panels simply because their neighbours have done so."

 Vogue viewers that say sustainability is an essential factor when making a fashion buy have increased from 65% in October 2020 to 69% in May 2021, according to the data.

The survey also revealed the importance of brand loyalty in customers' long-term

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purchasing decisions. Respondents want their favourite brands to become more sustainable, according to the insights team, because they would prefer keep buying from them than switch to more sustainable brands. This is a chance for established firms to invest in long-term operations in order to keep their customers' loyalty. It also allows firms to experiment with sustainability, even if their efforts are not always successful; customers are more likely to remain loyal to brands that make genuine efforts to improve.

2.2 Sentiment towards Sustainability

Despite the shock and uncertainty that the fashion industry is experiencing as a result of the COVID-19 problem, there is a silver lining for the environment: the majority of customers feel that limiting climate change impacts has become even more vital.

Furthermore, many customers agree that pollution reduction should be prioritised.Consumers have already begun to adjust their behaviour accordingly. The vast majority of customers have made significant lifestyle adjustments to reduce their environmental effect, with many claiming to go out of their way to recycle and purchase products in ecologically friendly packaging.

2.3 The importance of social and environmental concerns is emphasised

While the industry reorganises for the new normal, customers expect fashion players to uphold their social and environmental duties in the midst of the crisis. Many consumers regard the use of sustainable materials to be a critical purchasing factor, while others value a brand's commitment to sustainability. During the COVID-19 crisis, consumers want firms to look after their employees, as well as workers in Asia. This emphasises the importance of brands adhering to their ethical commitments despite the crises.Overall, it is critical to create consumer trust and transparency, as the majority of consumers will continue with brands they know and trust during the crisis. A trustworthy brand is an essential purchasing determinant for the majority of consumers. During the crisis, however, younger consumers are more prone to try with smaller or lesser-known companies.

2.4 Purchasing habits have shifted

Consumer confidence is low, with the majority of consumers expecting a delayed recovery or a recession. As a result, consumer fashion expenditure is shifting. The majority of consumers say they spent less money on fashion during the crisis, and about half believe this trend will continue after the crisis is over. Consumers, on the other hand, are more inclined to cut down on accessories, jewellery, and other discretionary items before cutting back on garments and footwear.When it comes to changing their shopping habits, younger demographics are more willing to choose less expensive versions of things they regularly buy. The COVID-19 situation has attracted new customers to online channels: many customers who had not previously purchased apparel online have begun to do so as a result of the crisis. This trend is unlikely to reverse, as few consumers plan to spend less time in physical stores.

2.5 Consumer thinking on fashion cycles and circular business models-

According to many survey data, consumer mindset is not closely related to the fashion cycle, thus now may be the time to reduce seasonality in the fashion system. As a result of the COVID-19 crisis, the majority of customers support fashion firms delaying the presentation of new collections. Following the crisis, many consumers are less interested about clothes fashion than other factors, and buyers now rank newness as one of the least significant attributes when making purchases. The majority of customers want to purchase more durable fashion goods as a result of the COVID-19 situation, while some plan to keep the products they already have for longer. In addition, a considerable proportion of customers are eager to repair things in order to extend their usefulness.

Many fashion firms struggled with sustainability even before the COVID-19 incident.

However, rather than retreating from commitments, leaders in apparel, footwear, and textiles must include sustainability into stability and new growth strategies to survive this epidemic and emerge stronger. The post-COVID customer will place a premium on trust

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and purpose, and will likely judge businesses based on how they handled the crisis during and after it. Transparency will be crucial for all parties involved. Technology will enable sustainability and may be used to promote innovation in areas such as design, supply chain management, and new business models. Collaboration and standards will be required to achieve scale, integration, and industry agility. This is a once-in-a-lifetime opportunity to accelerate and expand on common efforts.

3 CONCLUSION

Consumer preferences are highly varied, and tastes change quickly, which characterise fashion trends. What role does 'consumer sentiment' play in the success of the sustainable fashion movement, you might wonder? What can customers do to be more aware of how their purchase decisions affect the environment and, more significantly, how they can help to the fashion revolution? Consumers today use a variety of outlets to voice their feelings about brands, ranging from co-creation to social media sites like Twitter, Facebook, and Instagram. Although sustainability is not a new notion in the fashion business, it still has a low level of acceptance among the general public.

Consumer intent to buy sustainable fashion has increased as pandemic limitations in various parts of the world are lifted. However, there are still impediments along the road.

Overall, consumer sentiment shows that the COVID-19 situation may provide a chance for players in the clothing, footwear, and luxury sectors to reinforce their sustainability commitments and expedite industry-wide improvements like reduced seasonality and scaling of circular business models.

REFERENCE

1. Goworek, Helen. (2013). Consumers' attitudes towards sustainable fashion: Clothing usage and disposal.

10.9774/GLEAF.978-1-909493-61-2_25.

2. https://www.mckinsey.com/industries/retail/our-insights/survey-consumer-sentiment-on-sustainability- in-fashion

3. https://apparelresources.com/business-news/sustainability/consumer-sentiment-analysis-sustainable- fashion/

4. https://www.voguebusiness.com/sustainability/customers-care-more-about-sustainability-post- lockdowns-now-what

5. https://www.researchgate.net/publication/356921532_Perception_of_Consumers'_Awareness_about_Susta inability_of_Fashion_Brands#pfe