Perceived consumer effectiveness and fashion consciousness

Importance and Implication of these issues from a marketing perspective

The issues discussed in this article is of huge significance in the contemporary market situation where the competition is huge. The aspect of eco-fashion as discussed above is of huge significance for the retail industry because it helps in improving the impact of production and further allows the utilization of consumer goods by generating lesser waste (Lambert, 2019). The consumption of fast fashion has been excessive, it could be due to the role played by social media for propagating the issue of sustainability of the consumption of fashion products within the industry as well as the company. Further due to the growing awareness about the products and the consequences associated with the use of such products which are causing led environmental as well as social impact, it has further led to the shift of the consumers towards the aspect of sustainability (Buzzo et al., 2019). The behaviour of consumers has evolved as they have become conscious of the toxic products and thus become aware of the aspect of sustainability while buying goods, through this, the importance of sustainability can be understood in a better manner (Lambert, 2019). In the fashion industry, the global fashion brands are often paying more attention to impact on the environment, thereby implementing and adopting CSR strategies such as sustainability reporting, monitoring and auditing initiatives followed by Fair Trade Association, which give emphasis on the standard codes of conduct that needs to be followed by the retail or supply chain industry (Todeschini et al., 2017). In a fast-changing environment and the growing competition in the fashion industry, it has become important to pay attention to the needs of the consumers a well as their choices (Lambert, 2019).

Lambert, E. (2019). Sustainable fashion consumption: theory of planned behavior and the influence of self-identity, perceived consumer effectiveness and fashion consciousness.

Rigby, B. (2019). How brands are capitalising on the ‘Markle Sparkle’ and consumer trends to push sustainable fashion. [online] Available at: https://mumbrella.com.au/good-travel-writing-shares-a-humanity-and-a-storytelling-style-you-cant-get-from-an-algorithm-575296 [Accessed 23 Dec. 2019].