Consumer attitudes towards sustainability in the garment industry– A consumer study in Hong Kong

Cities all over the world have increasingly covered the topics about sustainable development. In the recent years, the garment industry has presented responsibilities and engagements towards sustainable development. Environmental awareness has increased in most societies. There is no doubt that consumers are demanding for more sustainable measures and this increases pressure on apparel enterprises to take actions and implement policies in order to secure their business. In terms of the garment industry, there is a rise of sustainably consciousness in the past decades.This leads to the purpose of this research project, which is to identify the key factors that affect consumer attitudes and behaviour regarding sustainability issues in textile industry, with a consumer study in Hong Kong. Key objectives in this research relate to consumer awareness of sustainable development aspects in garment purchasing decisions. This is a qualitative consumer study with an exploratory approach. Hong Kong citizens who were born in the 1990s were selected to join the two focus groups. This is because this generation is consumption-oriented, and also more conscious to sustainable development. It can be concluded that numerous factors and considerations that play an essential role in consumers’ purchasing decision in garment industry. Moreover, consumers perceive that several parties are responsible for being sustainable as this has been important in this industry