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Article

Consumer Attitude towards Sustainability of Fast Fashion Products in the UK

by 1, 2,3 and 4,*
1
School of Economics and Management, Beijing University of Chemical Technology, Beijing 100029, China
2
School of Art and Design, Shenyang Normal University, Shenyang 110034, China
3
Cardiff School of Management, Cardiff Metropolitan University, Cardiff CF10 3EU, UK
4
Cardiff Business School, Cardiff University, Cardiff CF10 3EU, UK
*
Author to whom correspondence should be addressed.
Academic Editor: Mario D’Amico
Sustainability 2021, 13(4), 1646; https://doi.org/10.3390/su13041646
Received: 14 January 2021 / Revised: 24 January 2021 / Accepted: 28 January 2021 / Published: 4 February 2021
(This article belongs to the Section Economic and Business Aspects of Sustainability)
This paper attempts to provide an up-to-date depiction and analysis of the consumer’s attitude towards sustainability of fast fashion products in the UK. Four related strands of literature are reviewed to establish a tri-component model of attitude (ABC), i.e., Affective, Behavioural and Cognitive. A wide set of determinants for attitude is identified, including income, price, gender, culture, religion, age, etc. Based on this conceptual framework, an online questionnaire is designed and sent to university students and alumni in the UK, returning 128 valid responses. Both descriptive statistics and regression analysis (oprobit) are employed to shed light on the three components of attitude towards sustainability. It is found that cognitive and behavioural components converge across cultures and religions, but the affective component remains significantly diverse. Employment status contributes to the awareness, decision and feeling of sustainability features, but gender only matters for purchase decisions. In general, there is an improved cognitive and affective awareness of sustainability, but this does not automatically translate to purchase behaviour. Policy interventions like taxes and subsidies are still needed to foster sustainability in the fast fashion industry. View Full-Text
Keywords: sustainability awareness; fast fashion; consumer attitude sustainability awareness; fast fashion; consumer attitude
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MDPI and ACS Style

Zhang, B.; Zhang, Y.; Zhou, P. Consumer Attitude towards Sustainability of Fast Fashion Products in the UK. Sustainability 2021, 13, 1646. https://doi.org/10.3390/su13041646

AMA Style

Zhang B, Zhang Y, Zhou P. Consumer Attitude towards Sustainability of Fast Fashion Products in the UK. Sustainability. 2021; 13(4):1646. https://doi.org/10.3390/su13041646

Chicago/Turabian Style

Zhang, Bo, Yaozhong Zhang, and Peng Zhou. 2021. "Consumer Attitude towards Sustainability of Fast Fashion Products in the UK" Sustainability 13, no. 4: 1646. https://doi.org/10.3390/su13041646

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