In order to advance more sustainable behaviour in the fast fashion industry, recent research has focused on the barriers that have an impact on sustainable consumption behaviour. The aim of this study is to explore some of these barriers that affect the awareness and engagement levels with sustainable fast fashion among female consumers in Germany. While many studies focused on green consumption behaviour, this study is one of the first that also explores understanding of the term sustainability, with specific emphasis on sustainable behaviour in the fast fashion industry and the textile industry. Based on a comprehensive literature review of green consumption, barriers of sustainable consumption, attitudes and values, attitude behaviour gap, slow fashion and materialism, the general sustainable understanding as well as attitudes and engagement were explored among female consumers in Germany. From the results of this study, it can be concluded that although understanding of the term sustainability is comprehended by German consumers, yet the notion of sustainable fashion consumption shows rather low engagement levels. Additionally the results demonstrate that there are serious trust and credibility issues facing consumers with regard to the fashion industry. As a result consumers require further information about sustainability in the fast fashion industry in order to make sustainable and secure purchases. Furthermore three behavioural change theories were applied to the analysis of the findings in order to generate possible solutions for consumers to adopt more sustainable fashion choice making. By altering the „AIDA“ Model to an „AIIA“ Model the study developed an opportunity of increasing the information level among consumers, and hence their decisions to act sustainably or not. The findings of this study have various managerial implications for fashion retailers and producers. While this study indicates a clear demand for sustainable fashion brands in Germany, there needs to be a high transparency level with regard to the fashion manufacturing process because this could foster the process of rebuilding trust, credibility and security and therefore advance the creation of sustainable fashion and its adoption by consumers in Germany.
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Bearding, Anna
Business
MSc Marketing
2015
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