Influencing factors and barriers in the adoption of Eco Fashion (sustainable fashion) - Deepstash

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Rise of Fast Fashion

Rise of Fast Fashion

The fashion industry, in particular, has been criticized for promoting fast consumption of clothing and accessories, resulting in increased amounts of clothing going to landfills globally.

Meanings of clothing are cultural just as the meanings we assign to music, food, furniture, and health beliefs are cultural.

In short, the completeness of our symbolic universes.

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Meaning of eco-fashion (sustainable fashion)

Eco-fashion is a focus on clothing that takes into account not only the environment but the health of the consumers who will be wearing the clothes and the working conditions of the people involved with making the clothes.

Earlier fashion-conscious consumers would at least wait for six months before disposing of their clothes, however, due to fierce competition and offshore manufacturing, the turnaround time from purchase to disposal has been reduced to weeks now.

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5 factors that influence the adoption of eco-fashion

5 factors that influence the adoption of eco-fashion

1) Affordability: the cost of the garment motivates the consumer to use it for a longer duration.

2) Awareness: European consumers are pretty much aware of eco-fashion as compared to Asian and Middle-Eastern consumers.

3) Celebrity endorsements: consumers are comfortable buying eco-fashion if a well-known celebrity endorses it.

4) Brand: brands & corporations are adopting strategies in order to become sustainable so that what we wear doesn't wear out our planet.

5) Style: fashion is an effective tool used by consumers to show off their material wealth, and status in society.

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4 factors that act as barriers to the adoption of eco-fashion

4 factors that act as barriers to the adoption of eco-fashion

1) Price: for most consumers, the higher cost of eco-fashion keeps them away from buying it.

2) Cheaper fast fashion: leading fast-fashion clothing companies like Zara and H&M to offer clothes at very competitive prices and thereby hinder sustainable consumption.

3) Availability & Accessibility: considering eco-fashion is still a niche sector consumers bring forth the issue of availability and access to eco-friendly clothing.

4) Unattractive Styles and Perceived Quality: the fear of being perceived as frugal or poor, hygiene and sanitary aspects deter consumers from adopting eco-fashion

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As eco-fashion is still a niche sector, it is extremely challenging to compete based on price as these companies do not enjoy the economies of scale benefits as compared to their fast fashion counterparts.

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