Abstract
This study is an investigation to explore how South African female consumers make decisions during selected phases of a fashion garment’s lifecycle. It further aimed to explore their views on environmentally sustainable fashion and the factors that influence their decision and consciousness when purchasing, wearing, and discarding clothes.
Clothing production has increased in the past two decades, with a rise in the number of garments bought annually by consumers who are driven by fast fashion. Studies have indicated that consumers are wearing their clothing less than decades ago and fashion is no longer timeless, it has become less trendy in a short period. The fashion industry therefore has been blamed for the environmental damage it causes during the production, distribution, and consumption of clothing. There was optimism that the answer could be found in the environmentally sustainable products that are currently on the market however, these products have not significantly transformed the course of the fashion industry due to limited market growth. Therefore, this research asks how South African female consumers make decisions during selected phases of the fashion garment lifecycle.
The study followed a qualitative method of research and an intrinsic case study. The study was conducted through the identified axiological needs by Max-Neef as a theoretical framework. The objective was to understand environmentally sustainable fashion regarding influences, decisions, and consciousness about purchasing, wearing, and discarding clothes. Interviews with three experts in environmentally sustainable fashion were conducted to determine the relationship females have with their clothing in light of the consciousness of environmentally sustainable fashion. As part of the study, two focus group discussions were held with South African female consumers, to explore the relationship people have with their wardrobe regarding the purchase, wearing, and discarding through predetermined focus group discussions. The findings revealed that consumers’ purchasing habits need to change to realise a conscious fashion industry. And that education and collaboration from all the stakeholders such as the retail industry could make an impact in changing the current fashion system.