In this post on the Comms Women platform, Ashley Luhrs, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Leonardo Ortegón Cortazar, Gabriel Cachón-Rodríguez, Laura Pascual Nebreda, Maria Luisa Medrano on environmentally conscious consumption, published by Journal of Fashion Marketing and Management (Emerald).
The article “Motivational Dimensions of Slow Fashion to Promote Environmentally Conscious Consumption” delves into the factors that drive consumers toward adopting slow fashion, a movement emphasizing quality, sustainability, and ethical production over the rapid turnover characteristic of fast fashion. Published recently in the Journal of Fashion Marketing and Management, the study offers timely insights into consumer behavior amidst growing environmental concerns.
Understanding Slow Fashion
The new fashion movement advocates for a deliberate approach to clothing consumption, prioritizing durability, timeless design, and ethical manufacturing processes. This philosophy stands in stark contrast to fast fashion, which often leads to overconsumption and significant environmental degradation.
Key Motivational Factors
The study identifies several motivational dimensions that influence consumers to engage in slow fashion:
- Environmental Awareness: A heightened consciousness about environmental issues prompts consumers to choose products that minimize ecological impact.
- Ethical Considerations: Concerns about labor practices and the desire to support fair trade encourage consumers to opt for brands that uphold ethical standards
- Quality and Longevity: A preference for well-crafted garments that offer durability and timeless style appeals to consumers seeking long-term value.
- Personal Expression: Slow fashion allows individuals to express their unique identities through distinctive, thoughtfully designed pieces.
Implications for the Fashion Industry
Understanding these motivational dimensions is crucial for fashion brands aiming to align with the slow fashion movement. By addressing these factors, companies can foster deeper connections with environmentally and ethically conscious consumers, ultimately contributing to a more sustainable fashion ecosystem.
In conclusion, the article sheds light on the multifaceted motivations behind slow fashion adoption, offering valuable guidance for both consumers and industry stakeholders committed to promoting sustainable and ethical fashion practices.
Full Article Reference: Ortegón Cortazar, L., Cachón-Rodríguez, G., Pascual Nebreda, L. and Medrano, M.L. (2025), “Motivational dimensions of slow fashion to promote environmentally and socially sustainable consumption in the fashion industry”, Journal of Fashion Marketing and Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JFMM-07-2023-0184