Extending sustainability from food to fashion consumption:the lived experience of working mothers

Abstract

The purpose of this research was to understand whether consumers transfer sustainable principles to fashion consumption behaviours. In recognising that the food industry has widened access for consumers concerned with fair transactions between the producer and retailer, environmental degradation and animal welfare through mainstream availability of Fairtrade, organic and free-range food, the research seeks to explore how consumers translate this into their fashion consumption behaviours. This paper presents the idiographic voices of mothers working in a professional occupation who have embraced sustainability in other consumption contexts and are beginning to transfer similar principles to their fashion consumption behaviours