Consumer perceptions of the environmental sustainability of the clothing industry and textile fibres

Vaateteollisuus on suuressa murroksessa sen aiheuttamien ympäristöongelmien takia. Vaateteollisuuden ympäristövaikutuksista ja kestävästä kulutuksesta löytyy tutkimustietoa, mutta kuluttajien näkemys vaateteollisuuden tai tekstiilikuitujen vastuullisuudesta on vähän, jos ollenkaan tutkittu aihealue....

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Main Author: Husu, Fia
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2020
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/72350
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author Husu, Fia
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Husu, Fia Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Husu, Fia Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Husu, Fia
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description Vaateteollisuus on suuressa murroksessa sen aiheuttamien ympäristöongelmien takia. Vaateteollisuuden ympäristövaikutuksista ja kestävästä kulutuksesta löytyy tutkimustietoa, mutta kuluttajien näkemys vaateteollisuuden tai tekstiilikuitujen vastuullisuudesta on vähän, jos ollenkaan tutkittu aihealue. Erityisesti tekstiilikuidun merkitys ostopäätöksessä sekä kuluttajien ymmärrys eri tekstiilikuitujen ympäristövaikutuksista on epäselvä. Tässä kvantitatiivisessa tutkimuksessa perehdytään kuluttajien näkemyksiin vaateteollisuuden vastuullisuudesta, keskittyen ympäristövaikutuksiin. Erityisesti tarkastellaan tekstiilikuituja ja niiden ymmärrystä ja merkitystä kuluttajille. Tutkimuksessa on mukana perinteisten tekstiilikuitumateriaalien lisäksi uusia vaihtoehtoisia tekstiilikuituja, kuten puukuitu. Lisäksi taustamuuttujien vaikutusta vastauksiin tutkitaan. Kuluttajien näkemyksiä vaateteollisuuden ja tekstiilikuitujen vastuullisuudesta tutkittiin online-kyselyn avulla toukokuussa 2020. Kyselyyn vastasi 1580 kuluttajaa viidestä eri maasta eri sosiodemografisilla taustamuuttujilla. Tutkimus on tehty yhteistyössä Spinnova Oy:n kanssa. Tulokset osoittavat, että vastaajat liittävät monet ympäristöongelmat vaateteollisuuteen. Lisäksi tekstiilikuidun koetaan vaikuttavan merkittävästi ostopäätökseen vaatteita ostaessa. Eroavaisuuksia eri tekstiilikuitujen ja niiden vastuullisuuden välillä löytyy myös; kasviperäinen jäte nähtiin kestävänä tekstiilimateriaalina ja raakaöljy ei niinkään. Suurin osa tekstiilikuiduista koettiin ’jonkin verran kestävinä’ kokonaisotantaa tarkastellessa. Kuitenkin eroavaisuutta löydettiin eri taustamuuttujia tarkastellessa; puuvilla koettiin kestävämpänä materiaalina ranskalaisten ja amerikkalaisten kuin suomalaisten ja ruotsalaisten keskuudessa. Lisäksi suomalaiset kokivat puukuidun houkuttelevampana kuin muut vastaajat. Taustamuuttujat eivät kuitenkaan nousseet suureen rooliin erilaisia näkemyksiä selittäessä. Lisää tutkimusta aiheesta tarvitaan. The clothing industry is undergoing a major transformation due to the environmental problems it causes. Environmental impacts of the industry and sustainable consumption are well covered topics, but research gap on consumer perceptions of the sustainability of the clothing industry or textile fibres exist. In particular, the role of textile fibres in the purchasing decision and consumers' understanding of the environmental impact of different textile fibres is unclear. This quantitative study examines consumer perceptions of the sustainability of the clothing industry, focusing on environmental impacts. In particular, textile fibres and their understanding and significance for consumers are examined. In addition to traditional textile fibre materials, new alternative textile fibres, such as wood fibre, are included in the study. The influence of background variables on responses is examined as well. Consumer perceptions of the environmental sustainability of the clothing industry and textile fibres were surveyed through an online survey in May 2020. The survey was answered by 1,580 respondents from five different countries with different socio-demographic background variables. The research has been carried out in collaboration with Spinnova Oy. The results show that respondents associate many environmental problems with the clothing industry. Textile fibre is perceived to influence significantly on buying decision when purchasing clothing. In addition, there are differences between different textile fibres and their sustainability; plant-based waste was seen ‘quite sustainable’ and crude oil ‘not so sustainable’ textile raw material. Most textile fibres were seen ‘somewhat sustainable’ when the total sample size was considered. However, some differences were found when looking at different background variables; cotton was perceived a very sustainable material among great share of French and Americans, among Finns and Swedes not so much. In addition, Finns found wood fibre more attractive than other respondents. However, the background variables did not play a major role in explaining the different perceptions. More research on the subject is needed.
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spellingShingle Husu, Fia Consumer perceptions of the environmental sustainability of the clothing industry and textile fibres environmental sustainability textile fibres Yritysten ympäristöjohtaminen Corporate Environmental Management 20425 kuidut tekstiiliteollisuus vaateteollisuus tekstiilit vaatteet ekologinen kestävyys tekstiili- ja vaatetusteollisuus kestävä kulutus kulutus fibres textile industry clothing industry textiles clothes ecological sustainability textile and clothing industry sustainable consumption consumption
title Consumer perceptions of the environmental sustainability of the clothing industry and textile fibres
title_full Consumer perceptions of the environmental sustainability of the clothing industry and textile fibres
title_fullStr Consumer perceptions of the environmental sustainability of the clothing industry and textile fibres Consumer perceptions of the environmental sustainability of the clothing industry and textile fibres
title_full_unstemmed Consumer perceptions of the environmental sustainability of the clothing industry and textile fibres Consumer perceptions of the environmental sustainability of the clothing industry and textile fibres
title_short Consumer perceptions of the environmental sustainability of the clothing industry and textile fibres
title_sort consumer perceptions of the environmental sustainability of the clothing industry and textile fibres
title_txtP Consumer perceptions of the environmental sustainability of the clothing industry and textile fibres
topic environmental sustainability textile fibres Yritysten ympäristöjohtaminen Corporate Environmental Management 20425 kuidut tekstiiliteollisuus vaateteollisuus tekstiilit vaatteet ekologinen kestävyys tekstiili- ja vaatetusteollisuus kestävä kulutus kulutus fibres textile industry clothing industry textiles clothes ecological sustainability textile and clothing industry sustainable consumption consumption
topic_facet 20425 Corporate Environmental Management Yritysten ympäristöjohtaminen clothes clothing industry consumption ecological sustainability ekologinen kestävyys environmental sustainability fibres kestävä kulutus kuidut kulutus sustainable consumption tekstiili- ja vaatetusteollisuus tekstiilit tekstiiliteollisuus textile and clothing industry textile fibres textile industry textiles vaateteollisuus vaatteet
url https://jyx.jyu.fi/handle/123456789/72350 http://www.urn.fi/URN:NBN:fi:jyu-202010276399
work_keys_str_mv AT husufia consumerperceptionsoftheenvironmentalsustainabilityoftheclothingindustryandtextilefibres