Popularization of sustainable fashion: barriers and solutions

The need to reduce the harmful consequences of environmental damage is fueling the development of environmentally friendly products. However, many people believe that being fashionable and being environmentally conscious are in direct conflict, and they question whether these two concepts can coexist. The results of a questionnaire survey of 327 consumers from South Korea show that consumers’ involvement in fashion is not necessarily linked to their intention to buy and consume sustainable fashion. This finding motivated us to investigate whether there are any barriers that restrict the popularization of sustainable fashion and, if so, how we can solve such a problem. From this perspective, an in-depth interview study was conducted to consolidate the views of five fashion professionals to reveal the major barriers to popularization. The ultimate goal is to explore solutions to bridge the gap between the supply and demand for sustainable fashion. The findings of this study extend our understanding of consumers’ attitude toward two conflicting values – fashionism and environmentalism, as well as the popularization barriers of sustainable fashion. This understanding is imperative to the promotion of the green movement in the fashion industry, particularly in Asian countries.