IDEAS home Printed from
   My bibliography  Save this article

Sustainable consumption and the UK's leading clothing retailers


  • Peter Jones
  • Daphne Comfort
  • Robin Bown
  • David Hillier


This paper offers an exploratory case study of how the UK's leading clothing retailers are communicating sustainable consumption agendas to their customers within stores. A discussion of the growing awareness of the role that retailers can play in promoting sustainable consumption is followed by a literature review of sustainable consumption and an outline of the retail clothing sector within the UK. A simple visual observation and recording survey revealed that while the UK's top ten clothing retailers were providing customers with limited information on sustainable consumption, the dominant thrust of marketing communication within stores was designed to encourage consumption. The paper offers some reflections on the role of retailers and customers in driving sustainable consumption and concludes that the UK's leading clothing retailers' definitions of, and engagement with, sustainable consumption are driven by commercial imperatives as by their commitment to sustainability.

Suggested Citation

  • Peter Jones & Daphne Comfort & Robin Bown & David Hillier, 2010. "Sustainable consumption and the UK's leading clothing retailers," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 6(3), pages 244-259.
  • Handle: RePEc:ids:wremsd:v:6:y:2010:i:3:p:244-259

    Download full text from publisher

    File URL:
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:wremsd:v:6:y:2010:i:3:p:244-259. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Darren Simpson). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.