Public understanding towards sustainable clothing and the supply chain

Saicheua, V., Cooper, T. ORCID: 0000-0001-8623-2918 and Knox, A., 2011. Public understanding towards sustainable clothing and the supply chain. In: Fashion Colloquia, London College of Fashion, London, 21 September 2011.

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The evident contradiction between fashion culture and sustainability raises critical issues for the clothing industry and public understanding will be important if strategies to help the industry evolve in a more sustainable direction are to succeed. This paper reports on the early stages of research into a more sustainable supply chain development model. The research aims to discover the problems affecting sustainability that currently exist in the fashion supply chain by considering different points of view from representatives of consumers and clothing industry experts. Areas to be addressed include green manufacturing, organic garments, the reusing or recycling of used and unwanted clothes, and the market for second hand clothes. This paper utilises findings from a consumer questionnaire and interviews with consumers and industry representatives to explore public awareness and understanding of sustainable clothing and recent industry initiatives. The consumer research confirmed that while some consumers are informed and aware of the issues, others show little interest in sustainability aspects of fashion. The industry research indicated the potential for promoting sustainability in the fashion supply chain, but found that little communication has been made to consumers. Further research will be undertaken to explore how the fashion industry can develop a sustainable business model in the light of public behaviour and market conditions.

Item Type: Conference contribution
Creators: Saicheua, V., Cooper, T. and Knox, A.
Date: September 2011
Divisions: Schools > School of Architecture, Design and the Built Environment
Schools > School of Art and Design
Record created by: EPrints Services
Date Added: 09 Oct 2015 09:40
Last Modified: 30 Oct 2018 11:58

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