The 21st century has brought with it a growing consciousness about our planet’s health. As a consequence, the spotlight has turned to industries responsible for substantial environmental harm, including the often-overlooked fashion industry. With its vast carbon footprint, exploitative labour practices, and significant contribution to landfill waste, the fashion industry is urgently being called upon to reform. However, in this clarion call for sustainability, a curious paradox has emerged: the attitude-behaviour gap in sustainability.
The attitude-behaviour gap, or value-action gap, signifies a glaring discrepancy between consumers’ expressed concern for the environment and their actual purchasing behaviours. While surveys often reveal a high number of consumers expressing concern for sustainable fashion, this concern rarely translates into tangible purchasing actions. To change the narrative around sustainable fashion, we must first understand the root causes of this gap.
Unraveling the Causes
Several factors contribute to the attitude-behaviour gap.
- Price Sensitivity: An obvious example can be seen in comparing brands like Everlane, which focuses on ethical production and transparency, to fast-fashion counterparts such as Primark. A basic Everlane t-shirt significantly outprices a similar item from Primark. This price disparity can deter many consumers who, while appreciating sustainability, may not be prepared to pay the premium, hence highlighting one of the most significant contributors to the attitude-behaviour gap.
- Availability and Accessibility: Additionally, availability and accessibility play a considerable role. Brands renowned for sustainability, like Tentree, may be hard to locate outside of larger cities, creating a geographical barrier for many potential consumers. This difficulty extends beyond geography to issues of size inclusivity and variety in styles offered by sustainable brands. It is also a challenge to find some of the sustainable brands online.
- Lack of Information and Greenwashing: With the rise of ‘conscious’ or ‘sustainable’ lines from brands like H&M and Zara, consumers often find themselves in a maze of misleading information about sustainable fashion. Greenwashing from brands that cannot align their practices with their claims obscures the real environmental impact of their practices, creating confusion among consumer groups.
- Habitual Behaviour: Humans are creatures of habit. The allure of accessibility, variety, and low prices that fast-fashion brands offer often outweigh the benefits of sustainable alternatives, reinforcing old shopping habits. This has been one of the most difficult challenges facing sustainability advocates to date.
A Closer Look at Consumer Attitudes
Despite these challenges, consumer attitudes toward sustainable fashion are showing promising changes. While awareness about the environmental and social injustices within the fashion industry is growing, this awareness has not yet sparked significant changes in purchasing behaviour.
- Perceived Value: The perceived value of sustainable fashion often falls short when compared to fast-fashion brands like Boohoo, Primark, or Zara which provide quick, inexpensive access to the latest trends. For consumers looking for the hottest styles at a low price, sustainable alternatives may seem less appealing.
- Social Influence: Fashion trends are heavily dictated by societal norms, celebrity culture, and social media. If sustainable fashion is not viewed as desirable within these spheres, consumers might be less likely to buy it.
- Knowledge and Awareness: Many consumers remain in the dark about the far-reaching impacts of the fashion industry. A lack of widespread knowledge about issues like textile waste, water pollution, and carbon emissions hinders a more substantial shift toward sustainable purchasing.
Inspiring a Revolution: Sustainable Choices for the Future
Despite these challenges, it’s not all doom and gloom. There are ways we can help bridge the attitude-behaviour gap and foster a more sustainable approach to fashion.
- Buy Less, Choose Well: Begin by reevaluating your shopping habits. Focus on the longevity of clothes before purchasing and invest in high-quality, timeless pieces.
- Support Sustainable Brands: Patronize brands committed to ethical labour practices and environmental sustainability. Companies such as Veja and People Tree have made sustainability a cornerstone of their business model.
- Secondhand Shopping: Thrift stores and online platforms like Depop are fantastic resources for pre-loved fashion items. Thrifting is not only a sustainable choice but a way to discover unique and vintage pieces that express your individual style.
- Clothing Care: Cultivate habits that extend the life of your clothes. Properly washing, storing, and repairing your garments can significantly reduce the need for new purchases.
- Clothing Swap or Rental: Engage in clothing swaps with friends or consider rental services like Rent the Runway for special occasions. These services provide a way to enjoy a variety of styles without contributing to the fast-fashion cycle.
In conclusion, the journey toward sustainable fashion is undoubtedly complex, but every small step contributes to significant change. It’s not about being perfect; it’s about being better. So, let’s strive to bridge the attitude-behaviour gap and make mindful choices that our planet and future generations will thank us for. Remember, fashion can be both stylish and sustainable. Let’s make this the norm, not the exception.