Panayiota J. Alevizou

Individual strategies for sustainable consumption

Abstract Consumers have a key role to play in meeting government targets for reduced energy consumption, more sustainable waste management practices, and lifestyles with fewer environmental consequences. We discuss some of the assumptions underpinning academic debates about sustainable consumption and describe a research design which has helped us move beyond some of the less helpful conventions. We interviewed consumers in order to obtain a detailed understanding of several of their recent (non-)purchase processes. We identified three groups who have distinct strategies for greening their lifestyles: Translators, Exceptors, and Selectors. We illustrate these groups using empirical data. This detailed understanding of how individuals approach the problem of greening not only provides new insight into how the problem of consumption may be approached in conceptual and practical terms, but also explains some of the difficulties encountered by previous research. We revisit the literature to examine the challenges that this typology offers extant ways of thinking about ‘the green consumer’. We identify ways in which we might influence the groups in our typology through marketing strategies and policy initiatives.

What is sustainable fashion

Purpose The purpose of this paper is to examine what the term sustainable fashion means from the perspective of micro-organisations, experts, and consumers. Design/methodology/approach This research is qualitative in nature, utilising a multi-methods case study approach (semi-structured interviews, semiotics, questionnaires). Grounded analysis was applied to analyse the data. Findings Findings indicate that interpretation of sustainable fashion is context and person dependent. A matrix of key criteria provides the opportunity to find common elements. Research limitations/implications Due to the nature of this research the sample size is limited and may not be generalised. Data were collected in the UK and are limited to a geographical region. Practical implications An important implication is that defining sustainable fashion is vital in order to avoid challenges, such as greenwashing, which were faced in other industries that have a longer history in sustainable practices. Micro-organisations should take advantage of identifying key sustainable fashion criteria, which will enable them to promote their fashion collections more effectively. Social implications The criteria identified provide assurance for consumers that sustainable fashion is produced with social aspects in mind (fair wages, good working conditions). Originality/value The paper proposes a matrix that allows micro-organisations to clearly identify their collections as sustainable.

Consumption strategies and motivations of Chinese consumers: The case of UK sustainable luxury fashion

Purpose The purpose of this paper is to explore Chinese consumers’ motivations to purchase luxury fashion products in the UK and how far sustainability plays a role in the decision-making process, by extending the consumer typology of translators, exceptors, selectors. The authors further add an additional dimension to defining “luxury”. Design/methodology/approach An exploratory design utilising multiple qualitative research tools (semi-structured interviews, focus groups) provides the basis for this research. A grounded analysis was applied. Findings Findings map motivational drivers to purchasing luxury products and establish a fourth consumer type “indulgers”. Well-being further emerged as a key characteristic that defines “luxury”. Research limitations/implications The sample size is limited to Chinese consumers purchasing luxury fashion in the UK, and thus may not be generalised. Practical implications This research helps managers to understand the consumer types and underlying motivations of Chinese consumers purchasing luxury fashion in the UK. As one of the largest target groups, this research informs managers on how to further capitalise on this market. Originality/value This paper creates a new consumer typology that not only categorises consumers according to their consumption aspects, but further identifies their underlying motivations to do so.

No Through Road: A Critical Examination of Researcher Assumptions and Approaches to Researching Sustainability

Abstract Purpose The purpose of this paper is to examine the ways in which academic researchers frame and conduct sustainability research and to ask to what extent we are limited by these frames. Methodology/approach Our approach is based on an epistemological critique. We begin with a discussion of the ways in which sustainable consumption has been conceptualised within marketing; we question the influence of positivist social science research traditions and examine how research on sustainability is impacted by the structure of academia. Findings Our critical reflection leads us to suggest three ways in which sustainability research might be re-framed: a reconsideration of language, a shift in the locus of responsibility and the adoption of a holistic approach. Research implications We propose that in order to make progress in sustainability research, alternative frames, terms, units of analysis, method(ologies) and research ambitions are needed. Originality/value By making visible our collective, unexamined assumptions, we can now move forward with new questions and agendas for sustainability research.

Sustainable Supply Chain Management in the Slow-Fashion Industry

This chapter maps and analyses the supply chain of four micro-organisations operating in the slow-fashion industry utilising the Seven-R framework. It focuses on the challenges these companies are facing, as well as aspects these organisations are handling well within their supply chain. The chapter briefly outlines current events, issues, and challenges faced in the slow-fashion industry before presenting a comprehensive literature review of sustainable supply chain management (SSCM). This chapter utilises a case study approach and analyses its findings by following and extending the Seven-R Framework. The concluding remarks highlight key implications of this chapter and emphasise on potential areas of further study.

IMC, social media, and UK fashion micro-organisations

Purpose This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC. Findings The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages. Research limitations/implications This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched. Practical implications Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice. Originality/value This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.

Communicating sustainability: the case of slow-fashion micro-organizations

This chapter analyses how micro-organizations operating in the UK’s slow-fashion industry communicate online with their target audiences and promote sustainability utilising the RACE Framework. It focuses on the challenges these companies are facing, as well as aspects these organizations are handling well within their online communication. Furthermore, it outlines current events, issues, and challenges faced in the slow-fashion industry before presenting a brief literature review on online communication. A case study approach provides the basis for analysis by following and extending the RACE Framework. The concluding remarks highlight key implications and highlights potential areas of further study.

Introduction to Sustainability in Fashion

This chapter provides an insight for the idea of the book and a brief overview of sustainability in the fashion industry. The chapter further introduces the content of the book and finishes with acknowledgements.

An Exploration of Consumers’ Perceptions Towards Sustainable Fashion – A Qualitative Study in the UK

This chapter investigates consumers’ perceptions of sustainable fashion. This exploratory qualitative research is based on 16 in-depth interviews, which investigate consumer perceptions of sustainable garments. Data revealed that there are clear differences between male and female perceptions, with females being more inclined to follow, what has been described, as a short-term trend, whilst males seem to be more resistant. Practically, this research contributes by highlighting areas of improvement with existing communication strategies. This study found that demographics might have an impact on the purchasing decision of sustainable fashion, which needs to be investigated further.