Towards Sustainable Fashion Consumption: An Exploratory Study of Consumer Behavior in a Developing Country

Abstract

This article adds to the ongoing debate on the role of consumer behavior in promoting sustainability in the fashion industry. It draws its findings from a case study of the behavior of consumers from the Kurdistan region of Iraq (KRI). It follows a hybrid approach to qualitative thematic analysis based on 16 semi-structured interviews. The findings introduce a conceptual model illustrating the critical barriers to sustainable fashion consumption in KRI. It also presents potential mitigation strategies designed to overcome these barriers. This article offers an initial framework for researchers to examine strategies that can help business practitioners and policymakers promote sustainable fashion consumption in the region.