Consumer perspectives on ethics in garment consumption: perceptions of purchases and disposal

Abstract

Ethical aspects of consumption of products in the fast moving consumer goods category, such as food and fibre products, have received increased attention in the last decade. In part, this is explained by an increased awareness among consumers at large of environmental and social issues that are embedded in the production of food as well as fibre products. But, to what degree is this awareness expressed in attitudes and consumption behaviour? This project aims to describe consumer behaviour regarding garment products. The focus is put on purchasing and donating garments. As a fibre product, that requires a lot of resources in the production and extensive supply chain is well known for its social challenges, it is assumed that extending the use of a garment is associated with improved sustainable development. Research questions of particular interest are therefore related to consumer attitudes and behaviour in terms of second hand options. The empirical study was executed in two parts; as self-completed survey among 170 consumers and a focus group, targeted in a city environment (in Uppsala) in 2012. The research design was inspired by a recent consumer study that was carried out in a small town setting (Ekström et al., 2012). A tentative hypothesis, that garment consumption patterns may differ in a small town versus a city environment, was explored. The preliminary results show that the following factors influence the attitude towards recycling garments: age, gender, where the respondent is living and where he or she has been raised. Given no official recycling program, as is the case for paper, glass, metal, batteries and plastic materials in Sweden there is a need for a program to guide consumers at large in their ethical choices.