The Relationship between Sustainable Fashion Awareness, Attitude and Behaviour of Apparel Consumers in Lagos, Nigeria

Abstract

Purpose: This study investigated the relationship between sustainable fashion awareness, attitude and behaviour of apparel consumers in Lagos State. Methodology/Design: This study adopted a mixed-method research design that involves the systematic integration of quantitative and qualitative data. Convenience sampling was employed to select 206 apparel consumers for the survey and 12 consumers for the qualitative aspect. A questionnaire and an interview guide were used to collect data. The quantitative data were analysed using frequency counts, percentages, mean, Chi-square and Pearson Product-Moment Correlation (PPMC). Thematic content analysis was used to analyse the qualitative data. Findings: Results revealed that only about one-third (36.9%) of the consumers have heard of “sustainable/green fashion” before. Most of the apparel consumers have a moderate (x̄ = 2.21) level of awareness about sustainable fashion, and their attitude towards sustainable fashion is poor/unfavourable (x̄ = 1.78). However, consumers’ sustainable fashion behaviour (SFB) was found to be moderately positive (x̄= 2.65). Chi-square results showed a significant (p<0.05) association between the consumers' occupational status (χ2=18.00, df=5) and their SFB. Correlation results showed a negative and significant (p<0.05) relationship between consumers' age (r = -0.15) and their SFB. Also, a significant (p<0.00) relationship was seen between consumers' sustainable fashion awareness (r = 0.42) and SFB. Practical and Social Implications: This study provided insight into the current state of sustainability consciousness of an important player in the fashion industry (consumers), aiming to promote a culture of sustainable apparel consumption, especially now that consumers are following the fashion trends and are a lot more interested in identifying themselves with their dressing. Originality: Studies about sustainable fashion have been gaining attention for over a decade now, and it has been carried out in different parts of the world. However, there are few published data or studies about the awareness, attitude and behaviour of apparel consumers in Lagos, Nigeria, in the context of sustainable fashion. Hence, this study has been able to make available useful data that was not easily accessible in the field of sustainable fashion.