Is Sustainability In Fashion Industry Really Sustainable? A Conceptual Analysis Of Consumer Behaviour

In a world marked by a series of climatic and behavioural challenges, the fashion industry contributes significantly through the production and the consumption process to the damage done to the environment. In order to protect the planet, several international organizations have focused their efforts on implementing initiatives to make the fashion industry a sustainable industry. Thus, the redefinition of the business model is based on the transformation of the operating process of the companies, through the production mode, but also of the consumer behaviour through the perception on the concept of sustainability. The involvement of green marketing through its strategies to promote the principles of circularity, is the premise based on which this paper analyses by creating a questionnaire for consumers to identify behaviour and tendency to buy clothing made from processes and materials environmentally friendly. The emergence of vegan textile companies is also a trend in the fashion industry, which through its mode of operation, brings a positive contribution to the planet. Because any solution can have negative effects, there are conceptions according to which the more sustainable a product is, the less qualitative it is and, in the end, without real benefits on the environment. We may ask “What is the amount of required water for clothing production?” and “What are the required costs to produce environmentally friendly clothing?” To identify a real correlation between the fashion industry, sustainability and consumer behaviour, the paper aims to study the production process, waste of resources and consumer perception in a circular economy based on consumption to be able to clarify if “Is sustainability in fashion industry really sustainable?”