By definition, a fashion is a general term for a popular style or practice, such as in clothing, footwear, accessories, makeup, that is usually temporary. A cultural trend can mean any form of behavior that develops among a large population that last longer than ten years. Being fashion incurred to consume, to renew an “old” (2-months) dressing; so how could this fit to sustainability concept? Mass consumption is quite antagonist to sustainability. Achieve sustainability is quite of a challenge this is why this is an ongoing debate. How to combine fashion and trend and contribute to sustainability? Green consumerism could be defined as being fashion while consuming in a more sustainable manner.
Precautionary principle
Although remains considerable uncertainty as to the likely shape of the future climate patterns, and the relative importance of human-caused atmospheric change, considering the worst case scenario has triggered many initiatives in reducing human impact on the environment. For example, introduction of regulations and taxation such as the “polluter pays”, reduction of carbon emissions to decrease the enhanced greenhouse effect, reduction of pollutants such as sulfur, nitrogen oxides with the use of more efficient machines and fuels. Unfortunately these initiatives have some limits and inequalities in terms of application. As explained by Kemp, 1994, “although legislation may exist to […] reduce pollution, the financial and political reality in most of the developing world means that it is often not enforced. Indeed as a result of the competition for foreign investment, some countries see themselves forced to relax existing environmental laws in an attempt to encourage transnational companies to establish new industrial enterprises.” However, what precautionary principle has brought so far is initiatives and awareness in doing something to be more sustainable. But how brands could fit in? Being precautious and anticipate the impacts of one’s brand over the economy, the society and the environment is a brand’s accountability. And this, especially is the responsibility of global brands that have an impact not only locally, but globally and at different degrees according to which part of the world the brands is known and sold. Being precautious does not necessary mean to be “green” but mainly greener. This has triggered a certain trend called “Green consumerism”.
You said “Green consumerism”?
The concept of Green consumerism, suggested by O’Riordan, is that consumers are willing to pay a premium, or choose preferentially, a product that has “green” credentials and may avoid a product with a “brown” reputation. Thus, producers can increase their sales and environmental impacts can be reduced simultaneously, and demand for “environmental friendly” products can be created. In Europe, a growth in “green” products (and advertising) was noted during the late 1980s and early 1990s. However, problems with this approach are that some products are simply not available (such as an environmentally benign car), that detailed environmental information is not available for most products and that the costs of environmental improvements may be prohibitive if passed wholly on the consumer. Therefore, if not totally “green” but at least greener, ideally, brands should be totally transparent with their consumers and show how much the premium paid is contributing in the manufacture of its products and how it does affect society (people) and the environment (planet).
How many brands do we use daily?
Going from the alarm you use to wake up until the linen you laid in: have you ever consider the number of brands you are using daily? How many among them are following a sustainability policy or contributed to the sustainability initiative? Difficult to say. Today, you don’t only have fashion season but also fashion mid-season. Thus, combine consumption with sustainability is quite of a challenge; restriction could be an answer but like any diet, restriction should be carefully handled to not come out to a failure. How one could properly restrict oneself in an environment full of advertising? One of the answers could be with brands. Brands should be the vector and enable consumers to consume better through right production and right communication. Nowadays, how is the green consumerism trend in Turkey?
How Turkish consumers are considering green consuming?
Since 2011, the Sustainability Academy of Turkey is conducting a yearly survey to understand how green consumerism is evolving on the Turkish Market. Here are some highlights of the survey conducting in 2012:
· 90% of “green consumers” are 18-54 years old; the 18-34 slice counting for more than the half.
· The market seems to not live up the demand; 52% of the consumers consider greener products difficult to reach and 71% find the number of varieties very limited.
· 90% of the consumers feel closer to brands that offer greener products.
However, the blocking factors not to buy greener seems to be:
1. Price: although 73% of the consumers are ready to pay slightly more for greener products, 70% found greener product too expensive.
2. Information related to greener product is considered to be insufficient in Turkey (92%): 38% of the consumers do not know that the product bought is a greener product.
3. Awareness among consumers is not enough risen.
The Triple Bottom Line (Planet, Profit, People), the essential
With innovation human population has increased its consumption in energy on a daily basis. Let’s face it, develop without any impact on the environment is practically impossible. But reduce the impact is possible. Changing habits drastically is very difficult and may lead to failure. Besides, in More Economically Developed Countries, status you convey in the society is, in a way, pushing you to consume and get all cutting-edge products. So, how can one contribute to sustainability while consuming products? The perfect product with zero impact on environment does not exist; green product simply does not exist but greener product does. Contribution to sustainability can take many forms.
1. Consider more fair trade products (see http://www.fairtrade.net/).
2. Use products made with less chemical pollutants.
3. Prefer products having a reduced impact on environment.
4. Consider brands contributing with concrete sustainability initiatives.
5. Raise awareness in your entourage.
Whatever a brand would be more a trendsetter or a trend follower, if expectations in sustainability are lived up people will be in the trend!
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