The consumer’s perception on sustainability

Abstract

The term sustainability is an expression that has been widely used and disclosed today by several companies, either for durable goods and nondurable goods. This term is quite complex to be defined, because for a product to be considered sustainable it has to go through some pre-requisites such as social, environmental and economic, varying from environmental care to social consciousness related to the product. Therefore, this article aims at making a reflection about how the consumer has been realizing the issue of sustainability in the fashion segment. This is done through the analysis of the signs that lead people to believe that the consumer is becoming aware of the impacts of unbridled consumption over time and their reaction in relation to this idea. In order to do so, we aim at detecting the signs that have taken place within contemporary society and that can affect the fashion market. We also aim at addressing sustainability from the perspective of fashion products that are being developed, since their establishment, including raw materials, processes and management, aimed at social and economic development as well as environmental protection. To do so, we make a parallel between sustainable development, the direction of consumption and the designer's role in relation to the product and the consumer, in order to understand, and monitor the consumer perception from his/her power and responsibilities as an agent who transforms his/her space. We also report the emerging lifestyles in response to the economic crisis that spreads worldwide, and to environmental impact. So, we focus on a particular style named slow fashion, which arises in response to what as been made so far and only last a short period of time, because of the so-called fast fashion that currently is questioned as a global problem. Finally, we show the changing factors that are being decisive at the moment of the purchase, and assisting designers during these changes.