Consumer perceptions of fibers with respect to luxury and sustainability: An exploratory study

Abstract

This chapter contributes to the literature by examining an under-researched area: consumer perceptions of fibres with respect to luxury and sustainability. Theory-grounded questions are proposed, and an exploratory survey is designed and administered to a sample of young consumers. Results suggest that young consumers tend to perceive most fibres as either luxurious or sustainable and—with the exception of two fibers—not both luxurious and sustainable. In addition, sustainability was ranked last in importance with respect to characteristics deemed as important by consumers when considering fibres in clothing and apparel decisions. Findings have implications for how fibres—and the clothing and apparel made from them—can be designated and marketed.