Presentation
The New Normal: An Exploratory Study of Consumer Perceptions of Sustainable Consumption Amid a Global Pandemic
International Textile & Apparel Association
(2021)
Abstract
Climate change is one of the greatest existential threats of our time (Mecklin, 2017, para. 1). The $2.5 trillion USD (and increasing) global apparel industry has been found to contribute 10% of the world’s carbon emissions, produces 20% of global industrial water pollution annually, and damages the world’s oceans though micro plastic pollution and maritime shipping (McFall-Johnsen, 2019; Thomas, 2019). The endless fashion cycle demands newer and less expensive trends and styles coming out every season, thus garments are considered disposable (Farley-Gordon & Hill, 2015). The projected global consumption of apparel and footwear goods is projected to rise 65% to 102 million tons by the year 2030 (Newburger, 2020). Raised consumer awareness of the environmental impact of cheap and disposable fashion has given rise in sustainable initiatives across the apparel industry. Clothing rental services, such as Rent the Runway, give customers continual access to new styles while prolonging the life cycle garments by renting to multiple consumers over time, which reduces the environmental footprint. The Gen Z, Millennial, and Gen X generations are driving these sustainability initiatives through their influence, since they are most likely to be impacted by future climate change. These generations are known for demanding evidence of sustainability initiatives from apparel brands (Winston, 2016). However, the global COVID-19 pandemic has the potential of derailing progress associated with apparel sustainability through clothing rentals. Companies have increased activities regarding sanitizing of apparel and accessory items in the midst of consumer concerns (Roshitsh, 2020) and sales of used and vintage clothing have dropped 64% (Lee, 2020). In addition, younger consumers who demand sustainability have been disproportionately impacted by the financial effects of the pandemic and will “bear the brunt of its economic consequences” (Kaverman, 2020).
Keywords
- Gen Y,
- Gen Z,
- fast fashion,
- sustainability,
- clothing rental,
- collaborative consumption
Disciplines
Publication Date
Fall October, 2021
Location
Virtual
Citation Information
David Loranger. "The New Normal: An Exploratory Study of Consumer Perceptions of Sustainable Consumption Amid a Global Pandemic" International Textile & Apparel Association (2021) Available at: http://works.bepress.com/david-loranger/22/