ABSTRACT
This study evaluates and focuses on the effect of certain variables, such as age, sustainable behaviours, self-concept and use of social media for sustainable fashions. To address the limitations of previous studies and gain a better understanding of perceptions of sustainable fashion consumption, 21 women within the age cohort of 18–35 years were recruited for semi-structured interviews. An analysis of the transcriptions led to three emerging themes—materialistic values, social media impacts and self-image—which formed the basis of the results. The findings of this research suggest that materialistic values, the changing perception of ‘self’ in different life events, social media and its celebrities and the profound knowledge and awareness of sustainability all have a direct effect on consumers’ sustainable consumption behaviours. Thus, this research can provide valuable marketing implications to manufacturers and producers of sustainable fashion to improve public relations (PR) and promote the largest market segment in the fashion industry. Furthermore, the final chapter addresses the limitations and makes suggestions for future research in similar sectors.
