Abstract This paper explores the scope of eco-fashion and identifies the barriers and motivational factors to eco-fashion adoption in the United Arab Emirates (UAE). The key objective is to identify strategies that will influence consumers to perceive eco-fashion more favorably. A total of 20 participants were selected for the in-depth interviews. The two main barriers that surfaced from the interview data were lack of awareness and availability of eco-fashion clothing. Other noteworthy barriers that were identified were lack of brand association, higher cost of eco-fashion clothing, cheap and readily available fast fashion, an overload of information, boring and unattractive styles, no incentive to purchase eco-fashion and perceptions of poor quality. The main motivators were availability, awareness, celebrity and brand endorsements. In addition, brand, style, comfort, affordability, engaging marketing communications were other important motivators. This study for the first time examines the barriers and motivational factors of eco-fashion adoption in the UAE, as no study has been conducted even on related topics in the Middle East. Awareness was identified as one of the main barriers to eco-fashion adoption, which is a new finding owing to the geographical difference between the previous and the current studies.

中文翻译：

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阿联酋采用生态时尚：了解消费者障碍和激励因素

摘要 本文探讨了生态时尚的范围，并确定了阿拉伯联合酋长国 (UAE) 采用生态时尚的障碍和动机因素。关键目标是确定能够影响消费者更积极地感知生态时尚的策略。此次深度访谈共选出20名参与者。访谈数据中出现的两个主要障碍是缺乏对生态时尚服装的认识和可用性。其他值得注意的障碍包括缺乏品牌联想、生态时尚服装的成本较高、便宜且容易获得的快速时尚、信息过载、乏味和没有吸引力的款式、没有购买生态时尚的动力以及质量差的看法。主要动机是可用性、知名度、名人和品牌代言。此外，品牌、风格、舒适度、可负担性、引人入胜的营销传播是其他重要的推动因素。这项研究首次考察了阿联酋采用生态时尚的障碍和动机因素，因为即使在中东也没有就相关主题进行过研究。意识被确定为采用生态时尚的主要障碍之一，这是由于先前研究和当前研究之间存在地域差异而导致的新发现。