Out of Fashion: Study Finds Faulty Perceptions Keep Some from Buying Sustainable Apparel

Read the news release.

As it turns out, the customer is not always right — at least not in fashion retail.

A recent study from a duo in Kansas State University’s department of apparel, textiles and interior design found that when it comes to consumers’ rationale for not purchasing sustainable clothing, perception and reality aren’t always cut from the same cloth.

Joy Kozar, an associate professor of apparel marketing, and Kim Hiller-Connell, an assistant professor of apparel marketing, conducted a study over several years that looked at consumers’ purchasing behavior with sustainable apparel. Sustainable apparel is clothing that is made from eco-friendly or recycled materials, produced through an environmentally-friendly production process, and is manufactured without sweatshop or child labor.

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