The Role of Style Versus Fashion Orientation on Sustainable Apparel Consumption

Shipra Gupta, Wencke Gwozdz, James W Gentry

Research output: Contribution to journalArticle

Abstract

The fashion industry is responsible for bringing some of the worst consumption practices out of individuals by reinforcing tendencies for overconsumption throughout society. Consuming too much has led to negative economic, societal, and environmental consequences. The purpose of this paper is to understand whether promoting a style orientation among consumers (rather than a fashion orientation) will lead to more sustainable apparel consumption. Data collected from 6,386 consumers across five countries that are considered to be leaders in sustainable development (Sweden, Netherlands, Germany, the U.K., and the U.S.) suggest that promoting style can be a potential solution to attain slow fashion and, thus, improve sustainable apparel consumption. We further examine the role of hedonism and materialism in influencing sustainable practices in the industry. Based on the findings, the paper emphasizes the need for the collective effort of different actors, especially the role of government, in creating a more sustainable fashion system.

Original languageEnglish (US)
Pages (from-to)188-207
Number of pages20
JournalJournal of Macromarketing
Volume39
Issue number2
DOIs
StatePublished - Jun 1 2019

Fingerprint

Apparel
Economics
Hedonism
Industry
Materialism
Fashion industry
The Netherlands
Germany
Sweden
Sustainable development
Role of government

Keywords

  • fashion orientation
  • hedonism
  • individualism
  • materialism
  • style orientation
  • sustainable apparel consumption

ASJC Scopus subject areas

  • Marketing

Cite this

The Role of Style Versus Fashion Orientation on Sustainable Apparel Consumption. / Gupta, Shipra; Gwozdz, Wencke; Gentry, James W.

In: Journal of Macromarketing, Vol. 39, No. 2, 01.06.2019, p. 188-207.

Research output: Contribution to journalArticle

@article{30aafe05ba924b35adc925475c0959da,
title = "The Role of Style Versus Fashion Orientation on Sustainable Apparel Consumption",
abstract = "The fashion industry is responsible for bringing some of the worst consumption practices out of individuals by reinforcing tendencies for overconsumption throughout society. Consuming too much has led to negative economic, societal, and environmental consequences. The purpose of this paper is to understand whether promoting a style orientation among consumers (rather than a fashion orientation) will lead to more sustainable apparel consumption. Data collected from 6,386 consumers across five countries that are considered to be leaders in sustainable development (Sweden, Netherlands, Germany, the U.K., and the U.S.) suggest that promoting style can be a potential solution to attain slow fashion and, thus, improve sustainable apparel consumption. We further examine the role of hedonism and materialism in influencing sustainable practices in the industry. Based on the findings, the paper emphasizes the need for the collective effort of different actors, especially the role of government, in creating a more sustainable fashion system.",
keywords = "fashion orientation, hedonism, individualism, materialism, style orientation, sustainable apparel consumption",
author = "Shipra Gupta and Wencke Gwozdz and Gentry, {James W}",
year = "2019",
month = "6",
day = "1",
doi = "10.1177/0276146719835283",
language = "English (US)",
volume = "39",
pages = "188--207",
journal = "Journal of Macromarketing",
issn = "0276-1467",
publisher = "SAGE Publications Inc.",
number = "2",

}

TY - JOUR

T1 - The Role of Style Versus Fashion Orientation on Sustainable Apparel Consumption

AU - Gupta, Shipra

AU - Gwozdz, Wencke

AU - Gentry, James W

PY - 2019/6/1

Y1 - 2019/6/1

N2 - The fashion industry is responsible for bringing some of the worst consumption practices out of individuals by reinforcing tendencies for overconsumption throughout society. Consuming too much has led to negative economic, societal, and environmental consequences. The purpose of this paper is to understand whether promoting a style orientation among consumers (rather than a fashion orientation) will lead to more sustainable apparel consumption. Data collected from 6,386 consumers across five countries that are considered to be leaders in sustainable development (Sweden, Netherlands, Germany, the U.K., and the U.S.) suggest that promoting style can be a potential solution to attain slow fashion and, thus, improve sustainable apparel consumption. We further examine the role of hedonism and materialism in influencing sustainable practices in the industry. Based on the findings, the paper emphasizes the need for the collective effort of different actors, especially the role of government, in creating a more sustainable fashion system.

AB - The fashion industry is responsible for bringing some of the worst consumption practices out of individuals by reinforcing tendencies for overconsumption throughout society. Consuming too much has led to negative economic, societal, and environmental consequences. The purpose of this paper is to understand whether promoting a style orientation among consumers (rather than a fashion orientation) will lead to more sustainable apparel consumption. Data collected from 6,386 consumers across five countries that are considered to be leaders in sustainable development (Sweden, Netherlands, Germany, the U.K., and the U.S.) suggest that promoting style can be a potential solution to attain slow fashion and, thus, improve sustainable apparel consumption. We further examine the role of hedonism and materialism in influencing sustainable practices in the industry. Based on the findings, the paper emphasizes the need for the collective effort of different actors, especially the role of government, in creating a more sustainable fashion system.

KW - fashion orientation

KW - hedonism

KW - individualism

KW - materialism

KW - style orientation

KW - sustainable apparel consumption

UR - http://www.scopus.com/inward/record.url?scp=85062946479&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85062946479&partnerID=8YFLogxK

U2 - 10.1177/0276146719835283

DO - 10.1177/0276146719835283

M3 - Article

VL - 39

SP - 188

EP - 207

JO - Journal of Macromarketing

JF - Journal of Macromarketing

SN - 0276-1467

IS - 2

ER -