Sustainable knowledge from consumer perspective addressing microfibre pollution

Yan, S, Henninger, CE, Jones, C ORCID: https://orcid.org/0000-0002-1824-7234 and McCormick, H (2020) Sustainable knowledge from consumer perspective addressing microfibre pollution. Journal of Fashion Marketing and Management, 24 (3). pp. 437-454. ISSN 1361-2026

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Abstract

Purpose: This research investigates sustainable knowledge from a consumer perspective, thereby focussing on the issue of microfibre pollution (MFP) within the context of the athleisure wear industry. Design/methodology/approach: This research is exploratory in nature and supports its findings with 15 in-depth semi-structured interviews with consumers who have an invested interest in athleisure wear and have either a fashion or a textile science background. Findings: The results provide an insight into how different types of knowledge influence one another and which ones can act as barriers to acting more sustainably and more specifically in reducing MFP. Research limitations/implications: Although the sample size is relatively small, participants were selected carefully to have different backgrounds and lifestyles, thus, providing valuable insights that can be explored further in the future. Practical implications: Communication is a key issue that has been identified and which needs to be carefully addressed by providing both quantity and quality. Originality/value: This research identifies interlinks between different knowledge types and potential barriers that need to be overcome in order to act more sustainably.