Ecological consumer decision making: Nature, process, and barriers in apparel acquisition

By focusing on the population of adult apparel consumers already engaged in ecological decision making through their apparel acquisition decisions and behaviors, this study aimed to contribute to the theoretical understanding of the nature of ecological decision making and to expand the knowledge base of environmentally significant apparel consumption. In examining the ecological consumer decision making of apparel consumers, this study limited itself to apparel acquisition decisions and behaviors.;Altogether, 26 ecologically conscious adults, nine males and 17 females, participated in this study. The participants ranged in age from under 25 to over 64, all had at least a high school diploma, with a majority also having earned post-secondary degrees, and they represented different income levels. Data collection for the study occurred through semi-structured interviews with the research participants.;Characterizing the ecologically conscious apparel consumers participating in this study are the normative-attitudinal variables of environment-oriented values, beliefs about environmental vulnerability and personal responsibility, attitudes of environmental concern, and perceptions of clothing adequacy. Additionally, knowledge of general and apparel-related environmental issues also typifies the study's participants.;Within this study's research participants, ecological decision making manifests itself in their apparel acquisition behaviors in a variety of ways. These manifestations include: adhering to limits for amount of apparel acquired; acquiring apparel with environmentally preferable attributes; acquiring apparel through environmentally preferable sources; avoiding engaging in behaviors perceived as not ecologically conscious; and making apparel-acquisition sacrifices.;In examining the apparel acquisition decisions of consumers, this study increased the clarification of both the nature and process of ecological decision making. It also identified several simplification processes used by decision makers while acquiring apparel in an ecologically rational manner.;Finally, the results of this study suggest that as the research participants make ecologically conscious apparel acquisition decisions, they face a number of both personal and contextual barriers. On a personal level, barriers to the participants' ecological decision making include a lack of knowledge about ecologically conscious apparel acquisition, attitudes and beliefs about environmentally preferable apparel, apparel acquisition patterns and preferences, and personal resources and priorities. On the other hand, the contextual barriers confronting the research participants in their ecological decision making include limited availability of environmentally preferable apparel, inadequate information about ecologically conscious apparel acquisition, qualities of retail environments, the structure of the global textile and apparel complex, and societal norms.