5.

LITERATURE REVIEW:

5.1. Sustainable clothing: challenges, barriers and interventions for encouraging more sustainable
consumer behaviour By Fiona Harris, Helen Roby and Sally Dibb

Sustainability factor alone will not drive a change in consumer purchase behaviour because ethical
and sustainable buying is a complex concept, consumers have diverse ethical concerns and Clothing,
accessories is not an altruistic purchase for consumers, lack of knowledge among consumers and
limited availability of stores and designs A change in purchase behaviour can be initiated through
trends like vintage shopping, swapping of clothes, renting clothes, DIY fashion, trashion, Slow
fashion, etc which can help in changing today’s consumers’ purchase behaviour and incline it
towards sustainable and ethical products.

5.2. Consumer Purchase Behaviour of Eco-Fashion Clothes As a Trend to Reduce Clothing Waste
Marzie Hatef Jalil, Siti Shukhaila Shaharuddin Developed country consumers when compared to
consumers from developing countries seemed to be more concerned about the sustainability. Such
consumers consider themselves more unique with respect to appearance. Some of the barriers that
deviate consumers from purchasing recycled garments is the belief that it is of poor quality cloth
material compared to the garments made of virgin fabric, are of unfair price and unfashionable. The
consumer is largely unaware about recycled clothes and their availability. Design is the primary
driving factor for purchase. A Positive attitude towards recycled clothes holds the potential to
become the primary factor of purchase intention.

5.3. Survey Results on Fashion Consumption and Sustainability among Young Swedes (2013) By
Wencke Gwozdz, Sarah Netter, Thordis Bjartmarz & Lucia A. Reisch

It is important to compare factors like attitude, consciousness and behavior towards sustainability
for a better understanding of purchase activities. It is observed that there is a gap created between
awareness and actual purchase intention based on sustainability. And, consumers have better
disposal of clothing behavior. Also, young customers are a better target as they have more potential
to develop improved sustainable purchase behavior as they are more concerned about environment.
They can become the agents of change for better purchase behaviors. Apart from that female
consumers are more prone to sustainable purchases, better disposal and recycle behavior than men
as men see this process as a hassle or were simply disinterested. Price contributes to the major
barrier for a change in sustainable purchase pattern followed closely by the products attributes like
design, fit, quality, etc

5.4. Ha‐Brookshire, J. E., & Norum, P. S. (2011). Willingness to pay for socially responsible
products: case of cotton apparel. Journal of Consumer Marketing.

A study was conducted to analyse the consumer’s willingness to pay for socially responsible
products. The style, comfort, colors and designs remained constant and three shirts at three
different price points were made available. A shirt made out of organic cotton, a shirt made out of
cotton produced through sustainable farming practices and a shirt made out of home grown cotton.
The results indicated that different desires are going to influence buying behaviour at different
times. Although the consumers’ positive attitude is going to remain strong or even go stronger as
time goes by, it will not always reflect in their purchase behaviour. The age & gender of the
consumer also influenced their willingness to pay a premium for sustainably manufactured cotton
shirts. The younger consumers were more willing to opt for organic cotton shirts and women were
observed choosing sustainable shirts more often than me
5.5. Sustainable manufacturing: an innovation and need for future (2017). By Priyanka Pathak, P. Singh,
Pankaj Sharma.

Sustainable manufacturing is the part of a development that meets the needs of the present without
compromising the ability of future generations to meet their own needs. Manufacturing industries
account for a significant part of the world’s consumption of resources and generation of waste.
Worldwide, the energy consumption of manufacturing industries grew by 61% from 1971 to 2004
and accounts for nearly a third of today’s global energy usage. Likewise, they are responsible for 36%
of global carbon dioxide emissions. Therefore, these industries have the potential to become a
driving force for the creation of a sustainable society. They can design and implement integrated
sustainable practices and develop products and services that contribute to better environmental
performance. The environmental impact of industrial production has historically been dealt with by
dispersing pollution in less harmful or less apparent ways.
Sustainable manufacturing calls for multi-level eco-innovations. Both industry and government need
to better understand and determine how to move towards a sustainable future. Innovation plays a
key role in moving manufacturing industries towards sustainable production. Evolving sustainable
manufacturing initiatives – from traditional pollution control through cleaner production initiatives,
to a lifecycle view, to the establishment of closed-loop production – can be viewed as facilitated by
eco-innovation.

5.6. Developing a New Scheme for Sustainable Manufacturing (2013). By Zohreh Molamohamadi
and Napsiah Ismail.

The introduction of sustainability into the product and process development, regarding
environment, economy, and society, has compelled the manufacturing companies to move instantly
toward producing long-life sustainable products. The main pillars in the new framework are
considered to have interlinked relationships as each affect and would be affected by the others.
Considering the three pillars for sustainable manufacturing, a new structure is proposed where not
only do the three major pillars of sustainability have interlink connections, but also two more
enablers are introduced to be added to the previous ones to develop the existing frameworks. They
are technology and education. Apart from society, economy, and environment, nowadays
manufacturing is strictly based on technology, so the evident role of technology on sustainability
cannot be neglected. Education and knowledge are the necessary components of technological
development. Besides, two more decisive enablers, required to stimulate and accelerate the process
of manufacturing sustainability, are added to the proposed framework. In fact, incorporating ethic
and accountability along with technology and education can strongly be accomplished quickly for the
industries’ improvement in sustainability area.

5.7. Consumers’ Attitudes towards Sustainability and Sustainable Labels in the Fashion Industry
(2017). By Lina Forsman and Denise Madsen.

It can be stated from the study that the participants knew about sustainable labels and could name
several labels, although only in general and not in regards to apparel. The participants were also
critical towards sustainability within the fashion industry due to overproduction and environmentally
unfriendly materials that the industry uses, making consumer question the fashion industry’s real
intentions. There is an interest in sustainable clothing but it is perceived as too expensive and
unavailable, where one must actively seek for sustainable products. A preferred way to receive
sustainable information through labelling was to use a comprehensive regulatory requirement
schemes, similar to the one the appliance industry uses. In conclusion, there are many factors that
play a big role behind the purchasing decision in the fashion industry. Fashion consumers are
emotionally motivated and only some consumers can make the leading decision while others follow.
Therefore, a mentioned solution by a participant was to implement a comprehensive regulatory
requirement in the fashion industry, making consumers take full control of their own sustainable
purchasing decisions. Meaning that they either buy a high sustainable product, a low sustainable
product or a non-exciting sustainable product. Asking the participants about a transparent labelling
scheme using the Higg Index in the fashion industry was also of interest and they expressed that
they thought it would be a clear system for a consumer.