Are Fashion-Conscious Consumers More Likely to Adopt Eco-Friendly Clothing

By Charles H. Seeman, CPA

We already know there are profitable markets for eco-friendly items such as food and cars but can eco-friendly clothing be sold profitably? Current research by (Hae, 2011) indicates that environmentally prudent [behavior] has not yet extended to apparel purchasing behavior (pp. 179). Consumers who have a high level of environmental concern and environmental consciousness influence their purchasing decision of other products such as food (because of direct health concerns) and forest-consuming products, do not feel the same need to allow environmental concerns to influence their purchase of apparel products (Hae, 2011). Some researchers believe that attitudes toward eco-friendly clothing purchases are different because consumers attitude about all clothing purchases are different. “Apparel has long been recognized as the most change-intense category of consumer products” (Hae, 2011, pp. 179). [Clothing purchases] “are influenced by the combination of fashion trends and seasonal changes. In addition, apparel not only satisfies a basic human need, but has a social component”. Also researchers have found that fashion-oriented consumers have a greater knowledge about the clothes they are purchasing and tend to enjoy shopping for clothing and shoppers that enjoy shopping have specific lifestyle, motivations and [strong] opinions related to shopping (Hae, 2011, pp. 179).

So what did the findings show?

This study found that consumers who enjoy shopping and like being well dressed have a higher willingness to purchase eco-friendly clothing in the future. This finding shows that marketing strategies for eco-friendly clothing should be similar to other apparel product marketing strategies. To appeal to consumers who enjoy shopping, eco-friendly clothing retailers should provide fashion services and promotional activities to encourage purchasing while attracting consumers who like to be well dressed by developing an attractive eco-friendly clothing merchandise selection. To develop attractive eco-friendly clothing merchandise, eco-friendly clothing retailers should identify their potential market segment and develop promotional and educational materials to specifically address the consumers needs (Hae, 2011, pp. 191).

Read entire article at www.box.net/s/43f69c3ced9633f06955. Hae, J. G. (2011). Are fashion-conscious consumers more likely to adopt eco-friendly clothing? Journal of Fashion Marketing and Management, 15(2), 178-193. doi:10.1108/13612021111132627