Exploring sustainable fashion consumption among eco-conscious women in Chile

Although sustainable fashion is growing in importance around the world, there is a lack of research that addresses sustainable fashion consumption in Latin America. The purpose of this study is to explore how eco-conscious women in Chile consume sustainable fashion and which are the main drivers and inhibitors. Twenty-two semi-structured interviews with female consumers of sustainable fashion were held in Santiago. The findings show that sustainable fashion brands are high-end fashion with high prices, so eco-conscious women consume sustainable fashion mostly through practices, such as buying from second-hand retail stores or by reusing their apparel, instead of purchasing sustainable fashion brands. Four drivers of sustainable fashion adoption are identified: 1) concern for the negative impacts of the fashion industry, 2) feel good for contributing to a life in a better world, 3) authenticity of sustainable fashion, 4) supporting local businesses and workers. Furthermore, three factors are found to hinder the consumption of sustainable fashion: 1) distrust of sustainable fashion brands, 2) limited assortment, and 3) higher price of sustainable fashion. The findings are useful for sustainable fashion brands, retailers and public policy makers.