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Circular Fashion – Consumers’ Attitudes in Cross-National Study: Poland and Canada

Koszewska Malgorzata, Rahman Osmud, Dyczewski Blazej

Autex Research Journal

2020

Vol. 20, no. 3

327--337

The limits of the present linear economy model (take-make-waste) are well illustrated by the textile and clothing sector, one of the most indispensable consumer goods industries. Although a huge increase in the number of publications on the circular economy can be observed, the number of papers analyzing consumers’ attitudes and behavior toward circular fashion, especially the ones comparing consumers from different regions, is still limited. The article aimed to assess consumers’ attitudes toward circular fashion and draw a cross country comparison in this respect. The research focused on the three pillars of the latest EU Sustainable Product Policy Framework, i.e., designing sustainable products, empowering consumers, and circularity in production processes. An online survey and convenience sampling were used to collect valid responses from two countries (i.e., Canada and Poland) with different cultures, levels of economic development, and approaches to environmental and social issues. The results showed that significant differences between the countries emerged to a greater extent regarding consumers’ attitudes toward environmental labels for fashion products and sustainable buying behavior. The Polish respondents perceived the need for such labels to a greater extent. The Canadian ones, on the other hand, turned out to be more willing to choose sustainable clothing and reduce consumption. The differences between the countries were much less conspicuous as regards circular cues and circularity in fashion production processes. They appeared only in the case of clothing durability and the impact of production processes on air quality. Those aspects turned out to be more important for Polish respondents.

Tempo rotacji produktów a zrównoważony rozwój

Michaliszyn B.

Problemy Jakości

2008

R. 40, nr 8

25-29

Prosperity stimulates people to buy a Lot of goods. Consumers tend to buy new products and throw away the old ones, which are not completely used. There is a question: how to asses the sustainable rotation ratę of products? According to one of sustainable consumption principles - maximization principle - we have to use all products as long as possible. We should take care of goods and carry out the repairs and renovations of products. But we should also take into account, that modern appliances, in general, consume less energy then the old ones. Furthermore, reusing of products may delay the implementation of innovative appliances. There is a problem which requires analysis. Foreign studies show, that there is a need to modify maximization principle and to recommend consumers taking into account such aspects as eco-design and innovation. A very important thing is reliable information of the environmental quali-ty of products. Consumers of high environmental awareness should search for information on innovations and carry on economic, as well as environmental analysis, connected with purchasing and exploitation of the product. The most important producfs features arę: efficiency of energy consumption, efficiency of water consumption and energy saving. These aspects are included in the eco-design strategy of enterprises. Energy labels and environmental labels put on du-rable products may help consumers to take the right, from the sustainable development point of view, decision. Nevertheless they are not sufficient source of information. There is a need to establish an information system on eco-innovations which will provide consumers with reliable information about products.