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Consumers of fashion continue to buy in increasing volume and show little regard for the nature of the fashion they are selecting (Gorowek et al., 2012). Further, there remains a noticeable gap between consumer perceptions of the useful life of fashion garments and that of the technical service life of those garments (Zamani et al., 2017), with high-volume purchasers of fashion exhibiting intentions to dispose of garments in increasingly fast cycles (Cox et al., 2013). Garment life-extension practice requires consumers to desire longevity from fashion products, which is intrinsically bound to consumer perceptions of the ultimate value of the garments they select, regarding their fashion identity (Armstrong et al., 2015). The fashion system, based on an ephemeral notion of style, encourages consumers to value the new and to pursue changes in personal style via the discard of useable garments in favour of the latest fashion (Laitala, 2014). There is, however, evidence that fashion-sensitive consumers are open to undertaking garment life extension actions when they perceive garments to hold a value that endures beyond the usual fashion lifecycle, such as garments produced by brands that support a consumer’s style identity or those that have a high price tag (McNeill et al., 2020).

Item Type:	Refereed Conference Paper
Keywords:	pro-environmental practices, sustainable fashion consumption, clothing repair behaviour
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Consumer behaviour
Objective Division:	Economic Framework
Objective Group:	Management and productivity
Objective Field:	Marketing
UTAS Author:	Potdar, B (Dr Balkrushna Potdar)
ID Code:	154883
Year Published:	2022
Deposited By:	Marketing
Deposited On:	2023-01-17
Last Modified:	2023-01-17
Downloads:	0