11. Sustainability and Customer Journeys

This chapter delves into the complex relationship between sustainability and customer journeys in the fashion industry. It maps out the motivations, drivers, and outcomes of sustainable fashion consumption from the pre-purchase to post-purchase stages, involving stakeholders such as producers, consumers, and policymakers. The text critically examines fashion consumption habits within the circular economy and interrogates the sustainable use of resources in fashion shopping habits during the customer journey. It also explores the adverse environmental impact of the fashion industry, highlighting the need for a circular fashion economy to eradicate pollution and waste. The chapter discusses the role of transparency in facilitating the sustainability journey and how demographics, gender, and culture affect it. Additionally, it examines the future of the consumer journey regarding sustainability through online and offline engagement. The text concludes by emphasizing the shared responsibilities between producers and consumers in ensuring a sustainable fashion journey, highlighting the importance of reliable data and education in empowering consumers to make ethical and sustainable purchasing decisions.