I have been researching consumer behaviour around sustainable fashion. Although many of us desire to shop sustainably/ Responsibly, we struggle to translate this into action. Specifically, GenZ and Millennials are highly influenced by social media and trendy fashion. The discussion regarding the gap between intention and actual behaviour has been going on for a long time. We have multiple marketplaces, and several brands, pushing transparency and traceability. although, the ethical consumption of sustainable fashion is growing, but marginally, as compared to fast fashion brands. My biggest question is how can we make it fun, easy exciting and focused on creating value for the consumers?
I was also wondering that, yes people care about transparency, traceability, brand values/ practices and price is a huge pain point. Are there any other factors affecting the low consumption of sustainable fashion brands? Are brands not able to satisfy our needs?
Just a curious thought!
Submitted September 20, 2024 at 12:40PM by Ordinary_Cat5158 https://ift.tt/mJgKbGt
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