Fashion and textile are one of the main industries having negative environmental and social impacts around the world. However, properly regulated, textile and clothing production has the potential to provide jobs and lift people out of poverty. These impacts are due to a mix of factors related to both the offer and demand sides. Businesses often look for profitable, yet not ethical, solutions or lack visibility in their supply chain. Most of consumers, instead, are not aware of the consequences of their choices because, as the first part of this thesis demonstrates, the current sustainability and fashion sustainability educational system presents gaps and disorganization. It reaches a target that is already partially aware and educated, while there is a lack of direct education on the topic of children and teenagers, and of adults who didn’t interface with the right environment and inputs and didn’t develop interest and sensitivity towards the sustainability issue. This is why addressing the sustainable fashion education issue is fundamental from both a practical and academic perspective. This work intends to identify and address the lack of implementation methods for Sustainable Development Goal 12 (Responsible Consumption and Production) in the Fashion Industry. Given that manufacturers are reactive to customer demand, today’s priority is to increase consumers' knowledge and steer them towards more ethical consumption habits. As part of the MUSA (Multilayered Urban Sustainability Action) project, this thesis objective is to assess consumers’ present level of fashion sustainability education, with a focus on Italian consumers, give a rundown of the currently available educational resources, and identify a logical sequence to follow in order to educate, facilitate, guide and incentivize consumers towards fashion sustainable choices. Finally, a framework of proposals was designed to suggest practical solutions to address each step of the path. The research approach is a mixed one, resorting, as needed, to qualitative methods such as interviews, focus groups, analysis of available divulgation papers and interesting cases, and quantitative methods like surveys and analytics of existing datasets.
Moda e tessile rappresentano uno dei settori con i maggiori impatti ambientali e sociali in tutto il mondo. Tuttavia, adeguatamente regolamentati, sono in grado di fornire posti di lavoro e risollevare i Paesi in via di sviluppo dalla povertà. Gli impatti citati sono dovuti a un mix di fattori legati sia all'offerta che alla domanda. Le aziende cercano soluzioni convenienti, spesso non etiche, o mancano di visibilità nella loro supply chain. La maggior parte dei consumatori, invece, non è consapevole delle conseguenze delle sue scelte perché, come dimostra la prima parte di questa tesi, l'attuale sistema educativo sulla sostenibilità, soprattutto nel settore fashion, presenta lacune e disorganizzazione. Infatti, raggiunge un target che è già parzialmente consapevole e istruito sull’argomento, mentre manca un’educazione diretta per bambini, adolescenti e per quelle persone che non si sono interfacciate con un ambiente che permettesse loro di sviluppare interesse e sensibilità verso il tema della sostenibilità. Di conseguenza, affrontare la questione dell'educazione alla moda sostenibile è fondamentale sia dal punto di vista pratico che accademico. Questa dissertazione intende affrontare la mancanza di metodi di attuazione del Sustainable Development Goal 12 (Consumo e Produzione Responsabile) nel settore della moda. Dato che i produttori sono reattivi alla domanda, la priorità di oggi è aumentare la conoscenza dei consumatori e indirizzarli verso un consumo più etico. Questa tesi, come parte del progetto MUSA (Multilayered Urban Sustainability Action), ha lo scopo di valutare l'attuale livello di educazione e consapevolezza dei consumatori, soprattutto italiani, in materia di sostenibilità della moda, fornire una panoramica delle risorse educative attualmente disponibili e identificare una sequenza logica da seguire per educare, agevolare, guidare e incentivare i consumatori verso scelte di moda sostenibili. Infine, è stato elaborato un quadro di proposte per suggerire soluzioni pratiche per affrontare ciascuna fase del percorso. L'approccio di ricerca è misto, e ricorre, quando necessario, a metodi qualitativi come interviste, focus group e analisi di documenti di divulgazione e casi interessanti, e metodi quantitativi come indagini e analisi di set di dati esistenti.
Consumers' Education on Fashion Sustainability
Garbagnoli, Anna;GARLASCHI, GEMMA
2022/2023
Abstract
Fashion and textile are one of the main industries having negative environmental and social impacts around the world. However, properly regulated, textile and clothing production has the potential to provide jobs and lift people out of poverty. These impacts are due to a mix of factors related to both the offer and demand sides. Businesses often look for profitable, yet not ethical, solutions or lack visibility in their supply chain. Most of consumers, instead, are not aware of the consequences of their choices because, as the first part of this thesis demonstrates, the current sustainability and fashion sustainability educational system presents gaps and disorganization. It reaches a target that is already partially aware and educated, while there is a lack of direct education on the topic of children and teenagers, and of adults who didn’t interface with the right environment and inputs and didn’t develop interest and sensitivity towards the sustainability issue. This is why addressing the sustainable fashion education issue is fundamental from both a practical and academic perspective. This work intends to identify and address the lack of implementation methods for Sustainable Development Goal 12 (Responsible Consumption and Production) in the Fashion Industry. Given that manufacturers are reactive to customer demand, today’s priority is to increase consumers' knowledge and steer them towards more ethical consumption habits. As part of the MUSA (Multilayered Urban Sustainability Action) project, this thesis objective is to assess consumers’ present level of fashion sustainability education, with a focus on Italian consumers, give a rundown of the currently available educational resources, and identify a logical sequence to follow in order to educate, facilitate, guide and incentivize consumers towards fashion sustainable choices. Finally, a framework of proposals was designed to suggest practical solutions to address each step of the path. The research approach is a mixed one, resorting, as needed, to qualitative methods such as interviews, focus groups, analysis of available divulgation papers and interesting cases, and quantitative methods like surveys and analytics of existing datasets.File | Dimensione | Formato | |
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2023_Garbagnoli_Garlaschi_Executive_Summary.pdf
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2023_Garbagnoli_Garlaschi_Thesis.pdf
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https://hdl.handle.net/10589/210634