Exploring sustainable fashion consumption among eco-conscious women in Chile

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.

KEYWORDS:

• Sustainable fashion
• eco-conscious
• women
• drivers
• inhibitors
• Chile

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Constanza Bianchi

Constanza Bianchi has a PhD from Queen's University (Canada) and is currently Full Professor of Marketing at the School of Business, Universidad Adolfo Ibañez (Chile), and Adjunct Professor at QUT Business School, Queensland University of Technology (Australia).

Matias Gonzalez

Matias Gonzalez has a Master in Marketing from the School of Business, Universidad Adolfo Ibañez (Chile).