First and Last Name/s of Presenters

Victoria CobbFollow

Mentor/s

Mahfuja Malik Suzanne Marmo-Roman

Participation Type

Paper Talk

Abstract

There is no doubt that the fashion industry in some form or another has affected our lives. However, the extent to which the industry has affected our lives is much more than what the general public would assume. This research paper will touch on the psychological effects and the ethical implications the fashion industry has imposed on us as consumers through their poor environmental results.

Environmentally, the fashion industry has produced an unforgivable amount of damage. It has been identified that due to the nature of the businesses excess production, manufacturing processes, disposal, and many more have placed the industry as the second biggest contributor out of all other industrial polluters (Presley, 2018). When analyzing all aspects of the fashion industry the easiest solution to implement greener practices is to look at production. However, it's what happens after the garment leaves the store or the warehouse that we really need to worry about. According to the LCA, life cycle assessment, the consumer use portion of a garment's life is the most forgotten segment of life that creates the highest impact environmentally (Kozlowski, 2012).

Along with the sustainability aspect of trying to reverse the environmental effects caused by the fashion industry comes ethics. In this particular business ethics do not just come down to the employees but animals and members of society as well (Dimitrova, 2020). Worker exploitation is one of the largest and most known ethical issues that the fashion industry faces today. Especially with the rise of media, anyone and everyone has the ability to advocate for better working conditions and methods of conducting business now because social media has given the average person a platform to now be seen and heard (Radclyffe, 2018). According to recent surveys, society is invested in the ethical effects their clothing has in a way that has never been seen before (Radclyffe, 2018).

The psychological effects and ways consumers behave towards fashion brands prioritizing sustainability and moving in a greener direction is vital to a company and brand’s success. As consumers move towards a more ethical mindset companies are utilizing their name recognition to keep consumers interested as they make the move towards greener practices and sustainability (HEEKANG, 2018). Keeping the general aspects of the brand the same such as prices and styles so the consumer remains on board and does not question the transition is an integral part of the brand's new extension (HEEKANG, 2018). However, the problem with consumers wanting to maintain the essence of the brand during this transition is that the essence of some brands is the antithesis of what made the consumer fall in love with some of the brands in the first place. For example, fast fashion brands will have the hardest transition to sustainable practices because they are founded on low prices as a result of outsourcing to lower-cost workers which have poor environmental consequences.

College and Major available

Fashion Marketing, Management BS

Course Name and Number, Professor Name

Honors Capstone HN-300-A, Mahfuja Malik and Suzanne Marmo-Roman

Location

Session C: West Campus West Building W112

Start Day/Time

4-29-2022 10:45 AM

End Day/Time

4-29-2022 11:45 AM

Students' Information

Victoria Cobb, Double major in Fashion Marketing and Merchandising as well as Management, Honors Student, Graduation year 2023.

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Apr 29th, 10:45 AM Apr 29th, 11:45 AM

Fashion’s Psychological and Ethical Effects on Consumers from Poor Environmental Practices

Session C: West Campus West Building W112

There is no doubt that the fashion industry in some form or another has affected our lives. However, the extent to which the industry has affected our lives is much more than what the general public would assume. This research paper will touch on the psychological effects and the ethical implications the fashion industry has imposed on us as consumers through their poor environmental results.

Environmentally, the fashion industry has produced an unforgivable amount of damage. It has been identified that due to the nature of the businesses excess production, manufacturing processes, disposal, and many more have placed the industry as the second biggest contributor out of all other industrial polluters (Presley, 2018). When analyzing all aspects of the fashion industry the easiest solution to implement greener practices is to look at production. However, it's what happens after the garment leaves the store or the warehouse that we really need to worry about. According to the LCA, life cycle assessment, the consumer use portion of a garment's life is the most forgotten segment of life that creates the highest impact environmentally (Kozlowski, 2012).

Along with the sustainability aspect of trying to reverse the environmental effects caused by the fashion industry comes ethics. In this particular business ethics do not just come down to the employees but animals and members of society as well (Dimitrova, 2020). Worker exploitation is one of the largest and most known ethical issues that the fashion industry faces today. Especially with the rise of media, anyone and everyone has the ability to advocate for better working conditions and methods of conducting business now because social media has given the average person a platform to now be seen and heard (Radclyffe, 2018). According to recent surveys, society is invested in the ethical effects their clothing has in a way that has never been seen before (Radclyffe, 2018).

The psychological effects and ways consumers behave towards fashion brands prioritizing sustainability and moving in a greener direction is vital to a company and brand’s success. As consumers move towards a more ethical mindset companies are utilizing their name recognition to keep consumers interested as they make the move towards greener practices and sustainability (HEEKANG, 2018). Keeping the general aspects of the brand the same such as prices and styles so the consumer remains on board and does not question the transition is an integral part of the brand's new extension (HEEKANG, 2018). However, the problem with consumers wanting to maintain the essence of the brand during this transition is that the essence of some brands is the antithesis of what made the consumer fall in love with some of the brands in the first place. For example, fast fashion brands will have the hardest transition to sustainable practices because they are founded on low prices as a result of outsourcing to lower-cost workers which have poor environmental consequences.

 

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