The Role of Fashion vs. Style Orientation on Sustainable Fashion Consumption

Wencke Gwozdz, Shipra Gupta, Jim Gentry

    Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review

    Abstract

    Today, textile consumption is far from being sustainable with regard to production, purchase, maintenance, and disposal. The current fashion system is characterized by planned obsolescence, and environmental and social unsustainability. To resolve the tensions between sustainability and fashion, the notion of style is one promising avenue. While fashion is ever changing, following trends, style evolves slowly and continues to remain stable over time, expressing consumers’ ways of life. Thus, the created planned obsolescence by fashion could
    be reduced by the notion of style. The aim of this study is to investigate the potential of emphasizing style rather than fashion to enhance sustainability in fashion consumption. We suggest that as one ages, one tends to be less fashion-oriented. Further, higher style orientation enhances one’s ability to have more concern for the environment or knowledge about environmental apparel that further leads to sustainable consumption habits like environmental apparel consumption. Survey data across Germany, Sweden, UK and US is collected to examine the proposed relationships and thus provide insight on the role of fashion and style on sustainable fashion consumption.
    Original languageEnglish
    Title of host publicationMacromarketing and the Crisis of the Social Imagination : Proceedings of the 39th Annual Macromarketing Conference
    EditorsAlan Bradshaw, Mikko Laamanen, Alex Reppel
    Place of PublicationBerlin
    PublisherThe Macromarketing Society
    Publication date2014
    Pages926
    Publication statusPublished - 2014
    EventThe 39th Annual Macromarketing Conference. 2014 - Royal Holloway, University of London, London, United Kingdom
    Duration: 2 Jul 20145 Jul 2014
    Conference number: 39
    http://macromarketing.org/?page_id=805

    Conference

    ConferenceThe 39th Annual Macromarketing Conference. 2014
    Number39
    LocationRoyal Holloway, University of London
    CountryUnited Kingdom
    CityLondon
    Period02/07/201405/07/2014
    Internet address
    SeriesProceedings of the Annual Macromarketing Conference
    Volume2014
    ISSN2168-1481

    Cite this

    Gwozdz, W., Gupta, S., & Gentry, J. (2014). The Role of Fashion vs. Style Orientation on Sustainable Fashion Consumption. In A. Bradshaw, M. Laamanen, & A. Reppel (Eds.), Macromarketing and the Crisis of the Social Imagination: Proceedings of the 39th Annual Macromarketing Conference (pp. 926). Berlin: The Macromarketing Society. Proceedings of the Annual Macromarketing Conference, Vol.. 2014
    Gwozdz, Wencke ; Gupta, Shipra ; Gentry, Jim. / The Role of Fashion vs. Style Orientation on Sustainable Fashion Consumption. Macromarketing and the Crisis of the Social Imagination: Proceedings of the 39th Annual Macromarketing Conference. editor / Alan Bradshaw ; Mikko Laamanen ; Alex Reppel. Berlin : The Macromarketing Society, 2014. pp. 926 (Proceedings of the Annual Macromarketing Conference, Vol. 2014).
    @inbook{95ff213145d241109a7aabae31e31b3f,
    title = "The Role of Fashion vs. Style Orientation on Sustainable Fashion Consumption",
    abstract = "Today, textile consumption is far from being sustainable with regard to production, purchase, maintenance, and disposal. The current fashion system is characterized by planned obsolescence, and environmental and social unsustainability. To resolve the tensions between sustainability and fashion, the notion of style is one promising avenue. While fashion is ever changing, following trends, style evolves slowly and continues to remain stable over time, expressing consumers’ ways of life. Thus, the created planned obsolescence by fashion couldbe reduced by the notion of style. The aim of this study is to investigate the potential of emphasizing style rather than fashion to enhance sustainability in fashion consumption. We suggest that as one ages, one tends to be less fashion-oriented. Further, higher style orientation enhances one’s ability to have more concern for the environment or knowledge about environmental apparel that further leads to sustainable consumption habits like environmental apparel consumption. Survey data across Germany, Sweden, UK and US is collected to examine the proposed relationships and thus provide insight on the role of fashion and style on sustainable fashion consumption.",
    author = "Wencke Gwozdz and Shipra Gupta and Jim Gentry",
    year = "2014",
    language = "English",
    pages = "926",
    editor = "Alan Bradshaw and Mikko Laamanen and Alex Reppel",
    booktitle = "Macromarketing and the Crisis of the Social Imagination",
    publisher = "The Macromarketing Society",
    address = "Germany",

    }

    Gwozdz, W, Gupta, S & Gentry, J 2014, The Role of Fashion vs. Style Orientation on Sustainable Fashion Consumption. in A Bradshaw, M Laamanen & A Reppel (eds), Macromarketing and the Crisis of the Social Imagination: Proceedings of the 39th Annual Macromarketing Conference. The Macromarketing Society, Berlin, Proceedings of the Annual Macromarketing Conference, vol. 2014, pp. 926, London, United Kingdom, 02/07/2014.

    The Role of Fashion vs. Style Orientation on Sustainable Fashion Consumption. / Gwozdz, Wencke; Gupta, Shipra; Gentry, Jim.

    Macromarketing and the Crisis of the Social Imagination: Proceedings of the 39th Annual Macromarketing Conference. ed. / Alan Bradshaw; Mikko Laamanen; Alex Reppel. Berlin : The Macromarketing Society, 2014. p. 926 (Proceedings of the Annual Macromarketing Conference, Vol. 2014).

    Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review

    TY - ABST

    T1 - The Role of Fashion vs. Style Orientation on Sustainable Fashion Consumption

    AU - Gwozdz, Wencke

    AU - Gupta, Shipra

    AU - Gentry, Jim

    PY - 2014

    Y1 - 2014

    N2 - Today, textile consumption is far from being sustainable with regard to production, purchase, maintenance, and disposal. The current fashion system is characterized by planned obsolescence, and environmental and social unsustainability. To resolve the tensions between sustainability and fashion, the notion of style is one promising avenue. While fashion is ever changing, following trends, style evolves slowly and continues to remain stable over time, expressing consumers’ ways of life. Thus, the created planned obsolescence by fashion couldbe reduced by the notion of style. The aim of this study is to investigate the potential of emphasizing style rather than fashion to enhance sustainability in fashion consumption. We suggest that as one ages, one tends to be less fashion-oriented. Further, higher style orientation enhances one’s ability to have more concern for the environment or knowledge about environmental apparel that further leads to sustainable consumption habits like environmental apparel consumption. Survey data across Germany, Sweden, UK and US is collected to examine the proposed relationships and thus provide insight on the role of fashion and style on sustainable fashion consumption.

    AB - Today, textile consumption is far from being sustainable with regard to production, purchase, maintenance, and disposal. The current fashion system is characterized by planned obsolescence, and environmental and social unsustainability. To resolve the tensions between sustainability and fashion, the notion of style is one promising avenue. While fashion is ever changing, following trends, style evolves slowly and continues to remain stable over time, expressing consumers’ ways of life. Thus, the created planned obsolescence by fashion couldbe reduced by the notion of style. The aim of this study is to investigate the potential of emphasizing style rather than fashion to enhance sustainability in fashion consumption. We suggest that as one ages, one tends to be less fashion-oriented. Further, higher style orientation enhances one’s ability to have more concern for the environment or knowledge about environmental apparel that further leads to sustainable consumption habits like environmental apparel consumption. Survey data across Germany, Sweden, UK and US is collected to examine the proposed relationships and thus provide insight on the role of fashion and style on sustainable fashion consumption.

    M3 - Conference abstract in proceedings

    SP - 926

    BT - Macromarketing and the Crisis of the Social Imagination

    A2 - Bradshaw, Alan

    A2 - Laamanen, Mikko

    A2 - Reppel, Alex

    PB - The Macromarketing Society

    CY - Berlin

    ER -

    Gwozdz W, Gupta S, Gentry J. The Role of Fashion vs. Style Orientation on Sustainable Fashion Consumption. In Bradshaw A, Laamanen M, Reppel A, editors, Macromarketing and the Crisis of the Social Imagination: Proceedings of the 39th Annual Macromarketing Conference. Berlin: The Macromarketing Society. 2014. p. 926. (Proceedings of the Annual Macromarketing Conference, Vol. 2014).