Reviving Sustainable Consumption in Clothing: A Bridal Gown Innovative Approach

Abstract

The aim of the study was to revive sustainable consumption in clothing using the bridal gown innovative approach. Specifically, the study identifies various activities performed by brides on their wedding day, designed and constructed an innovative and sustainable bridal gown for brides. The study adopted survey and Research and Development (R & D) research design. The area of the study was Rivers State in Nigeria. The population for the study comprised of 134 registered brides and 266 registered tailors. The study was in three phases. The sample size for phase I of the study was 242 respondents (80 registered brides-to-be and 162 tailors). Simple random sampling technique was used to select 80 brides and 162 fashion designers used for need assessment in phase one of the study. The instrument for data collection for phase I of the study was Bridal gown assessment instrument for Brides and fashion designers (BGAIBFD). The reliability of the instrument was determined using Cronbach Alpha coefficient which yielded 0.97. The data collected were analyzed using mean, and standard deviation. Major findings included 9 activities performed by brides on their wedding day. Among recommendations made were that innovative and sustainable bridal gown should be given wide publicity by wedding industries with appropriate information on its sustainability potentials.