Purpose

The purpose of this paper is addressing the negative environment and social impacts of the fashion industry that has emerged as a major societal challenge in the last century; however, people continue to over-consume and over-waste textile products in the form of fashion garments. More research is required to understand how fashion consumption connects with perceptions of sustainability and sustainable action by individual consumers.

Design/methodology/approach

This paper surveys 501 Australian and New Zealand consumers, on their fashion purchasing habits, and the role of sustainability in their fashion consumption behaviour.

Findings

The study found a relationship between higher levels of garment consumption and increased focus on sustainability in fashion choices. This finding is significant, as it suggests that fashion over-consumers are still mindful of the sustainable impacts of their consumption, and are motivated towards reducing that impact, despite not reducing their volume of consumption.

Originality/value

The study indicates the importance of a continued focus on transparency and traceability of fashion products in Australasia, as some over-consumers use this information to make better choices in the purchase situation, as opposed to acting on a general call to reduce consumption.

中文翻译：

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优先考虑大批量时尚消费者的可持续服装选择

目的

本文的目的是解决时尚业对环境和社会的负面影响，这已成为上个世纪的一项重大社会挑战；然而，人们继续过度消费和过度浪费时尚服装形式的纺织产品。需要更多的研究来了解时尚消费如何与个人消费者的可持续性认知和可持续行动联系起来。

设计/方法论/途径

本文调查了 501 名澳大利亚和新西兰消费者，了解他们的时尚购买习惯以及可持续发展在他们时尚消费行为中的作用。

发现

该研究发现，更高水平的服装消费与时尚选择中更加注重可持续性之间存在联系。这一发现意义重大，因为它表明时尚过度消费者仍然关注其消费的可持续影响，并有动力减少这种影响，尽管没有减少消费量。

原创性/价值

该研究表明，继续关注澳大利亚时尚产品的透明度和可追溯性的重要性，因为一些过度消费者利用这些信息在购买情况下做出更好的选择，而不是根据普遍呼吁采取行动减少消费。