Although the production and consumption of clothing generate high negative impacts in environmental and social terms, few studies have explored the socially responsible consumption of clothing by Colombians. This study, with an ethnographic approach, has the purpose of knowing the decision criteria...
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| Format: | Article |
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https://revistas.sena.edu.co/index.php/RVI/article/view/3936 |
| Summary: | Although the production and consumption of clothing generate high negative impacts in environmental and social terms, few studies have explored the socially responsible consumption of clothing by Colombians. This study, with an ethnographic approach, has the purpose of knowing the decision criteria associated with the responsible consumption of clothing in adults between 30 and 44 years of age from medium-high socioeconomic level in the city of Medellín, Colombia, via 14 semi-structured interviews and six participant observation exercises. A low level of awareness about the social and environmental impact of these consumptions was found, and that responsible consumption practices are limited by the information and availability of sustainable alternatives in the market. The results reveal four profiles of consumers according to their socially responsible consumption of clothing, offering implications for both the fashion marketing literature and fashion brands that are or want to venture into sustainability. |
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