ABSTRACT

Although sustainable fashion is growing in importance around the world, there is a lack of research that addresses sustainable fashion consumption in Latin America. The purpose of this study is to explore how eco-conscious women in Chile consume sustainable fashion and which are the main drivers and inhibitors. Twenty-two semi-structured interviews with female consumers of sustainable fashion were held in Santiago. The findings show that sustainable fashion brands are high-end fashion with high prices, so eco-conscious women consume sustainable fashion mostly through practices, such as buying from second-hand retail stores or by reusing their apparel, instead of purchasing sustainable fashion brands. Four drivers of sustainable fashion adoption are identified: 1) concern for the negative impacts of the fashion industry, 2) feel good for contributing to a life in a better world, 3) authenticity of sustainable fashion, 4) supporting local businesses and workers. Furthermore, three factors are found to hinder the consumption of sustainable fashion: 1) distrust of sustainable fashion brands, 2) limited assortment, and 3) higher price of sustainable fashion. The findings are useful for sustainable fashion brands, retailers and public policy makers.

摘要

尽管可持续时尚在世界范围内的重要性日益增加，但缺乏针对拉丁美洲可持续时尚消费的研究。本研究的目的是探讨智利具有生态意识的女性如何消费可持续时尚，以及哪些是主要驱动因素和阻碍因素。在圣地亚哥对可持续时尚的女性消费者进行了 22 次半结构化访谈。调查结果表明，可持续时尚品牌是价格高昂的高端时尚，因此具有生态意识的女性主要通过从二手零售店购买或重复使用服装等实践来消费可持续时尚，而不是购买可持续时尚品牌。确定了可持续时尚采用的四个驱动因素：1) 关注时尚行业的负面影响，2) 对为更美好的世界做出贡献感到高兴，3) 可持续时尚的真实性，4) 支持当地企业和工人。此外，还发现三个因素阻碍了可持续时尚的消费：1) 对可持续时尚品牌的不信任，2) 种类有限，以及 3) 可持续时尚的更高价格。研究结果对可持续时尚品牌、零售商和公共政策制定者有用。