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

Wencke Gwozdz, Shipra Gupta, Jim Gentry

    Research output: Contribution to journalConference abstract in journalResearchpeer-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
    JournalJournal of Macromarketing
    Volume35
    Issue number1
    Pages (from-to)145
    ISSN0276-1467
    DOIs
    Publication statusPublished - 2015
    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

    Cite this

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

    In: Journal of Macromarketing, Vol. 35, No. 1, 2015, p. 145.

    Research output: Contribution to journalConference abstract in journalResearchpeer-review

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    AU - Gwozdz, Wencke

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    AU - Gentry, Jim

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    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 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.

    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 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.

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