Slow fashion and sustainability in Spain: How can local manufacturing improve sustainability and how do consumers respond?

Karaosman, Hakan and Morales Alonso, Gustavo and Brun, Alessandro (2014). Slow fashion and sustainability in Spain: How can local manufacturing improve sustainability and how do consumers respond?. In: "1st ANNUAL EDIM PhD CONFERENCE", 11-12 June 2014, Milan, Italia. pp. 1-14.

Description

Title: Slow fashion and sustainability in Spain: How can local manufacturing improve sustainability and how do consumers respond?
Author/s:
  • Karaosman, Hakan
  • Morales Alonso, Gustavo
  • Brun, Alessandro
Item Type: Presentation at Congress or Conference (Article)
Event Title: 1st ANNUAL EDIM PhD CONFERENCE
Event Dates: 11-12 June 2014
Event Location: Milan, Italia
Title of Book: 1st ANNUAL EDIM PhD CONFERENCE
Date: 2014
Subjects:
Freetext Keywords: Slow fashion, Sustainability, Consumer behaviour, Q ualitative study, Spain
Faculty: E.T.S.I. Industriales (UPM)
Department: Ingeniería de Organización, Administración de Empresas y Estadística
Creative Commons Licenses: Recognition - No derivative works - Non commercial

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Abstract

"Slow Fashion" attempts to offset the demand for fast fashion and mass production (Fletcher, 2007). Consumers' response to sustainability-based practices is a limited discourse and studies for slow fashion concept are scarce. This study thus aims to enlighten the subject of how slow fashion concept could improve local economies and how Spanish consumers respond to such initiatives. This paper is based on an exploratory qualitative research for which focus group interviews including three group discussions with Spanish consumers were held. The data was examined by constant comparison analysis to present consumer insights. Moreover, a case study was conducted with a Spanish apparel brand. Saint Brissant was chosen since it manufactures in Spain to (i) ensure its products? high quality and (ii) to empower Spanish economy. This paper provides empirical insights. Even though local manufacturing was perceived to have a higher quality, Spanish consumers? behavioural intentions of using local brands were not high.Self-interest, mainly price and design, was recorded as the most influential purchase criteria. Furthermore, Saint Brissant case demonstrated that local manufacturing could boost local economies by creating workforce. However, governmental subsidies should be rearranged and consumers? perceptions should be improved to support local manufacturers in Spain.

More information

Item ID: 36929
DC Identifier: https://oa.upm.es/36929/
OAI Identifier: oai:oa.upm.es:36929
Official URL: http://www.edim-phd.eu/index.php/2011-05-02-12-33-35/62-11-12-june-2014-1st-annual-edim-phd-conference
Deposited by: Memoria Investigacion
Deposited on: 15 Jul 2015 15:42
Last Modified: 15 Jul 2015 15:42
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