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Post-Purchase Consumer Behaviour, Sustainability and its Influence on Fashion Identity

Marciniak, R. and Gad Mohsen, Marwa (2016) Post-Purchase Consumer Behaviour, Sustainability and its Influence on Fashion Identity. In: Fashion: Tyranny and Revelation. Interdisciplinary Press, Oxford, pp. 203-221. ISBN 978-1-84888-483-0

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Abstract

The paper aims to explore how sustainability may be used as a form of self-expression, and whether it can endow individuals with an identity associated with ethical consumption at the post purchase consumption stage. Exploratory research was undertaken to investigate sustaining decisions and sustainability practices. It draws upon Jacoby et al.’s disposition model to explore factors extrinsic and intrinsic to the product in relation to fashion clothing sustainability and identity formation. Mixed qualitative methods were employed. The study’s findings indicate that clothing and fashion post-purchase sustainability relates to high level of involvement with the clothing and fashion item together with product attributes, benefits and situational factors relating to the product. A conclusion of the study is that an expressed ethical identity does not mean that individuals will behave in an ethical manner. Rather other identities emerged relevant to the individuals self concept and image.

Item Type: Book Section
Additional Information:

This chapter originally appeared as a conference paper in the Proceedings of 6th Global Conference: Fashion - Exploring Critial Issues (Session 13b: Sustainability: Fighting Waste with Fashion) in 2015, published by the Inter-Disciplinary Press.

6th Global Conference: Fashion - Exploring Critial Issues (Session 13b: Sustainability: Fighting Waste with Fashion) held at Mansfield College, Oxford, United Kingdom on Monday 15th September – Thursday 18th September 2014

Uncontrolled Keywords: sustainability, identity, ethical consumption, clothing and fashion, female consumers
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Departments > Worcester Business School
Related URLs:
Depositing User: Marwa Gad Mohsen
Date Deposited: 27 Nov 2015 15:12
Last Modified: 19 Apr 2016 12:36
URI: https://eprints.worc.ac.uk/id/eprint/4057

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