Moda sostenible y preferencias del consumidor

Abstract

At present, there is an urgent need to move towards a model of sustainable economic growth. In this sense, citizens must be aware that their high levels of consumption have serious consequences when embarking on the path of sustainable development. This paper focuses on the textile sector. Specifically, it analyzes the behaviour of consumers towards a new concept of fashion, the Slow Fashion (SF). The SF is presented as a responsible alternative from a double point of view: social and environmental. Its main purpose is to change the focus, moving from quantity to quality, increasing, therefore, the time use of clothes. SF has born to face the current predominant model, the fast fashion (FF). The FF is based fundamentally on the establishment of low prices, diversity of styles and a reduced time of use with the consequent environmental impact. The main objective of this work is to analyze the preferences of consumers towards this new model, which is more socially and environmentally responsible. In order to achieve this goal, a questionnaire has been conducted and through the analysis of data, results show that women and consumers who frequently buy online have a greater willingness to pay higher prices for this type of clothing. On the contrary, consumers with higher income emphasize that they would not feel socially accepted with this type of garment