Consumer Behavior

The New Normal: An Exploratory Study of Consumer Perceptions of Sustainable Consumption Amid a Global Pandemic

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Abstract

The $2.5 trillion USD global apparel industry has been found to contribute 10% of the world’s carbon emissions. The endless fashion cycle demands newer trends and styles coming out continuously, thus garments are considered disposable. Clothing rental services give customers access to styles while prolonging garments’ lifespan by renting to multiple consumers over time, thus reducing environmental footprint. Gen Z, Y, and X are likely to be impacted by climate change, thus they demand sustainability. The research captured younger consumers feelings about clothing rentals during the pandemic. Data were analyzed with descriptive statistics, paired and unpaired sample t-tests, and regression and checked for assumptions of analyses, such as normality and homoscedasticity. Results indicate a slight increase in consumers’ willingness to engage in clothing rental pre- to post-pandemic, conflicting with their concerns about hygiene. Green consumption values were not found to be related to willingness to use a clothing rental service.

Keywords: fast fashion, sustainability, clothing rental, collaborative consumption

How to Cite:

Dorie, A. & Loranger, D. P., (2022) “The New Normal: An Exploratory Study of Consumer Perceptions of Sustainable Consumption Amid a Global Pandemic”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13293