Environmental Sustainability in Fashion Supply Chains

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Growing demand for environment-friendly clothes has forces the manufacturers and retailers to think about the reshaping the supply chain in order to market and promote sustainable fashion collections (Wong et al, 2012. Fletcher, 2008 and Joergens, 2006). An interesting fact is that general fashion customers do show a positive attitude towards environment protection but surprisingly very few of them show the same attitude towards eco-fashion consumption (Niinimaki, 2010). According to Birtwistle and Moore (2007), this attitude-behavior gap de-motivates fashion companies and encourages green marketer but important fact is that very few researchers have tried to understand the reasons behind the existing gap in eco-fashion consumption decision (ECD) of customers (Sener and Hazer, 2008). Niinimaki (2010) has stated that factors like SRA or store-related attributes, PRA or product-related attributes, ethical practice of the manufacturers, environment-friendly design of products decide ECD. Whatever the factor is, there is no doubt that purchasing behavior for eco-fashion is a highly debatable issue among research scholars. Carrigan and Attala (2001) have argued that customers do not prefer to shell out extra bucks in order to purchase eco-fashion products. According to research scholars, the relationship between the perceived value of eco-fashion and eco-fashion consumption decisions is asymmetric and non-linear in nature. Gam and Banning (2011) have pointed out that all the stages of the product life cycle of fashion apparel manufacturing cause a negative impact on the environment but the environment cannot infinitely support the non-sustainability of the supply chain of apparel retailing due to depletion of natural resources (Winge, 2008). Young generation or Generation Y consumers in the age group of 18yrs to 35 yrs who are characterized high disposable income, skepticism about marketer’s claim and information empowerment show social and environmental awareness while&nbsp.purchasing fashion apparel (Bhaduri and Ha-Brookshire, 2011).&nbsp.