“Fashion Sustainability” Inverstigated: Does Fashion or Style Generate More Life Satisfaction?

Wencke Gwozdz, Shipra Gupta, Jim Gentry

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    Abstract

    This manuscript takes a macro perspective of consumer satisfaction in order to investigate whether one can argue that consumer satisfaction with the apparel industry may compensate in a cost/benefit sense for the environmental harm caused by the production, maintenance, and disposal of apparel. We make the case that style orientations lead to more sustainable patterns than do fashion orientations. Consumers aged 16-35 were surveyed in national surveys in five countries as to their apparel usage, their fashion versus style orientations, their perspectives of sustainable fashion, and their quality of life in a variety of domains. We hypothesize that older consumers will be more style-oriented than younger consumers, and that style-orientation will be associated with higher levels of quality of life than fashion-orientation.
    Original languageEnglish
    Title of host publicationMarketing as Provisioning Technology: Integrating Perspectives on Solutions for Sustainability, Prosperity, and Social Justice : Proceedings of the 40th Annual Macromarketing Conference
    EditorsClifford Shultz II, Raymond Benton, Olga Kravets
    Place of PublicationBerlin
    PublisherThe Macromarketing Society
    Publication date2015
    Pages128-144
    Publication statusPublished - 2015
    EventThe 40th Annual Macromarketing Conference. 2015 - Quinlan School of Business, Loyola University Chicago, Chicago, United States
    Duration: 25 Jun 201528 Jun 2015
    Conference number: 40
    http://macromarketing.org/

    Conference

    ConferenceThe 40th Annual Macromarketing Conference. 2015
    Number40
    LocationQuinlan School of Business, Loyola University Chicago
    CountryUnited States
    CityChicago
    Period25/06/201528/06/2015
    Internet address
    SeriesProceedings of the Annual Macromarketing Conference
    ISSN2168-1481

    Cite this

    Gwozdz, W., Gupta, S., & Gentry, J. (2015). “Fashion Sustainability” Inverstigated: Does Fashion or Style Generate More Life Satisfaction? In C. Shultz II, R. Benton, & O. Kravets (Eds.), Marketing as Provisioning Technology: Integrating Perspectives on Solutions for Sustainability, Prosperity, and Social Justice: Proceedings of the 40th Annual Macromarketing Conference (pp. 128-144). The Macromarketing Society. Proceedings of the Annual Macromarketing Conference