COMMUNICATING SUSTAINABILITY TO CHILDREN: AN EXPLORATORY STUDY ON SHARING SUSTAINABILITY THROUGH FASHION RETAIL THIRD PLACES
(주)코리아스칼라
- 최초 등록일
- 2023.07.31
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- 2023.07
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Rocío Elizaga, Bethan Alexander, Teresa Sadaba
영어 초록
Several earlier studies have investigated the attitudes and intentions of consumers towards sustainability within both a general (Kim et al., 1998; Nicholls, 2002; Berry & McEachern, 2005) and fashion context (Bray et al., 2011; Henninger et al., 2016; Hosseiunpour et al., 2016; Joergens 2006; Joy et al., 2012; McNeill and Moore, 2015; Reimers et al., 2016; Ritch, 2020; Tey et al., 2018; Bianchi and Gonzalez, 2021). However, there is a paucity of research from the perspective of children (Heo and Muralidharan, 2019; Ritch, 2019; Su et al., 2019; Watkins et al., 2019; Blazquez et. al., 2020; Niinimaki et al., 2020; Riesgo S. B., et al., 2022). There were predictions in 2020 that the global childrenswear market would be worth US$252.2 billion, and was proven to be more resilient than the general fashion sector during the COVID-19 pandemic (Mintel, 2021). Furthermore, the pandemic has seen prominence given to sustainability issues, with consumers increasingly prioritising brands with sustainable credentials (Euromonitor, 2022), yet little is known about children’s attitude towards sustainability. This paper aims to address this shortcoming, by assessing children’s awareness of sustainability. A Theoretical Model is proposed: Children’s sustainability awareness stages infused by educational third places.
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