Redesigning images of sustainable fashion consumption through foresight : a causal layered analysis

Abstract

Purpose: Several studies examined sustainability in the fashion industry, yet very few researched on consumer perspectives and foresight. This study is an original exploration of the use of foresight in supporting a transition towards sustainable fashion consumption. It explores the value of foresight for the deconstruction of major issues around sustainable fashion consumption behaviour and presents future perspectives on fashion consumption based on scenarios which critique the present. Research Design/ Methodology: Primary data consists of semi-structured interview (n=6) with professionals in fashion and sustainability, questionnaires (n=23) with Generation Y and concurrent in-depth desk research. Data sets are categorized and discussed with the foresight methodology Causal Layered Analysis (CLA). Findings: The findings indicate that CLA as a methodology supports the deconstruction of complex issues and problems around sustainable fashion consumption and facilitates the development of new ideas among participants. CLA enabled participants to share images of the future that represented radical changes from the present, looking towards the potential influence of consumers in achieving sustainable fashion futures. Thus, it is suggested that foresight, and in particular CLA can be deployed to bridge the intention-action gap in sustainable fashion consumption. Implications/ Recommendations: The findings show different future images with radical or pragmatic changes to achieve sustainable fashion futures. The two mega-trends of wellbeing and health should be leveraged in fashion to reach a majority of best-case-future scenarios and to support the perception of consumers’ positive influence. Furthermore, it is suggested to speak of creators and experiencers instead of consumers to reinvent the role of the consumer and support sustainability.