ECOLABELING AND CONSUMER BEHAVIOR IN FASHION. Education Research Paper (Research Paper Sample)

ECOLABELING AND CONSUMER BEHAVIOR IN FASHION
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What is the problem?
Green consumerism has been driven by the concern over environmental and social issues. A green consumer can be defined as person who uses environmentally friendly behaviors and buys green products over the standard alternatives (Vernekar and Wadhwa 2011). It is a way where consumers embrace products and services which have gone through eco-friendly production ways, involving recycling and caring for the environment. Environmentally friendly products mean they are safe for consumers. This shows importance of ecolabeling in fashion design.
Besides the growing demand for greater transparency and awareness, and the availability of certified products on the market, there is still some problem faced in green consumption. It is not clear whether the sustainability certification is as effective as it looks and whether it can truly affect consumer’s decision making (Branch et al 2018). Arguments show that sustainable consumption practices are costly, stressful and time consuming (Valor 2008).