Attitude Behavior Gap in Sustainable Product in the Fashion Industry
The fashion industry has made numerous strides in the advancement of sustainable measures in production lines, in resources used, and in general market practices. Among the issues that have developed within the fashion sector is the increased misalignment within the customer attitude towards the level of consumerism established along the sustainable production lines and the actions engaged within the market. The vast nature of the fashion industry has witnessed fewer recycling approaches, which has induced detrimental impacts on the level of environmental change, creating the need to develop sustainable methods in the processes and increase engagement in the recycling of fashion materials to reduce the ramifications associated with the sector. Despite the increased nature of support and positivity, which has been evident among customers in the fashion industry towards the undertaking of sustainable approaches within the production process and market practices, customers have envisioned different practices within the sector, creating a challenging situation for the achievement of the sustainable fashion industry.
Sustainable Practices within the Fashion Sector
The increased ramifications associated with augmented climatic changes within society have created the need for various stakeholders within the marketplace to engage in increased levels of environmental care and responsibility. Among the key stakeholders within the sector are the customers, who play a vital role in stimulating demand and demonstrating various market policies and implications, such as the need for firms to engage in multiple conformances with corporate responsibility and sustainable approaches. On the other hand, customers have derailed the prospects of the viability enshrined within the setting, which has seen the reduced utilization of the commodities associated with increased sustainability within the firms operating in the fashion sector. Sustainable practices within the fashion sector can be traced to the 1960s when there was a massive inclination toward sustainable approaches even though the perception among the customers was poor and not welcoming despite the nature of the adjustments on the models of production and general wellness of the environment (Mandarić et al.). The gap established within the sector associated with increased differences between the customers’ attitudes towards sustainable production and consumerism has necessitated addressing in a way that seeks to remedy and improve the prospects of increased consumerism among individuals by eliminating the attitude gap.
Primary Drivers of the Attitude Gap
Among the primary drivers of the attitude gap is the augmented perception that dictates that there could be a possible decline in quality within the alignment with the respective sustainable measure. Additionally, some of the approaches engaged within the sustainable measures involve the recycling aspect, which has led to the development of second-hand clothes, which have a mixed market reaction within the populace, acting as a primary factor in the development of the attitude gap within the sector. The sustainable aspect within the apparel sector has often been described as ironic, considering that fashion is meant to change; thus, the reduced conformity with the long-term perspective within the environmental-care approaches engaged (Dhir et al. 3590). The short-termism nature guides the fashion industry’s functionality and dynamics, given that the sector witnesses the production of numerous products periodically driven by market needs and forces such as competition. The role played by the perception of quality as an inducement of the attitude gap is critical since individuals perceive the products as being of reduced quality, which creates diminished consumerism, which is the aftermath action of engagement in sustainable approaches.
The development of climatic change and environmental catastrophes has increased the need to adopt numerous models seeking to align with the sustainability of the apparel sector, which has faced multiple setbacks predicated on the attitude gap. Even though there has been a massive increment in the level of awareness within the populace seeking to impart and develop various analogies within the populace stressing the need to embrace the sustainability aspect within the apparel sector, the attitude gap still poses a significant threat to the adherence to the latter. The role played by the differences in the consumer action, and sustainability aspect has contributed to the element.
Dhir, Amandeep et al. “Green Apparel Buying Behavior: A Stimulus–Organism–Behavior–Consequence (SOBC) Perspective on Sustainability‐Oriented Consumption In Japan.” Business Strategy and The Environment, vol 30, no. 8, 2021, pp. 3589-3605. Wiley, https://doi.org/10.1002/bse.2821. Accessed 23 May 2022.
Mandarić, Doroteja et al. “The Impact of Fashion Brand Sustainability on Consumer Purchasing Decisions.” Journal of Risk and Financial Management, vol 15, no. 4, 2022, p. 176. MDPI AG, https://doi.org/10.3390/jrfm15040176. Accessed 23 May 2022.
Summing up the attitude gap within the fashion sector
The attitude gap within the fashion sector remains a significant contributor to the reduced sustainability of the industry. The primary drivers of the occurrences are credited to the perception of quality, which leads to reduced consumerism due to decreased confidence in the products associated with sustainability and environmental care.
Additionally, increased competition and short-termism models have guided numerous forces influencing market dynamics within the apparel sector, which has further augmented the effects of diminishing sustainable approaches embraced by firms operating within this setting. It is critical that stakeholders work in unison toward eliminating this attitude gap while simultaneously informing customers on various aspects surrounding sustainable practices within this sector.
This will ensure improved prospects for sustainability and environmental care through increased understanding among consumers on various processes associated with production and its implications for long-term sustainability. This, in turn, will foster increased trust in firms operating within this sector while simultaneously improving their prospects for long-term success and profitability.
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