| Abstract |
As our impact on the environment grows, sustainability has become more popular among consumers. However, while consumers call for more sustainable business practices, companies are still hesitant to implement sustainability. To understand why businesses were reluctant to transition to sustainable practices, a content analysis was conducted. A collection of eighty comments from various sources were coded into units of analysis where patterns were identified in the data. A survey was also created and distributed to further determine consumers’ opinions on what sustainability means to them and to what extent fashion businesses are achieving sustainability. The results of the content analysis and the survey confirmed that consumers care about sustainability. A majority of the comments collected in the content analysis were positive impressions about sustainability. The survey reflected the same opinions. However, the survey and content analysis also showed that consumers feel that businesses need to do more to promote sustainability within their brand, and to protect the environment. This study emphasizes on the fact that businesses need to educate themselves, and move toward sustainable business practices. The biggest reason companies have not made more progress to transition to sustainable practices, is because they believe multiple untrue statements about sustainable businesses. This study aims to teach businesses the importance of sustainability, and simple ways companies can start to make changes to their brand and methods. With this, the fashion industry as a whole can move one step closer to closing the loop.
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| Modified Abstract |
Sustainability has become more popular among consumers. However, while consumers call for more sustainable business practices, companies are still hesitant to implement sustainability, thus a content analysis was conducted. A collection of eighty comments from various sources were coded into units of analysis where patterns were identified in the data. A survey was also created and distributed to further determine consumers’ opinions on what sustainability means to them. The results of the content analysis and the survey confirmed that consumers care about sustainability. This study aims to teach businesses the importance of sustainability, and simple ways companies can start to make changes to their brand and methods. With this, the fashion industry as a whole can move one step closer to closing the loop.
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