Abstract:
The study sought to evaluate consumers’ perceptions about sustainable clothing in Ghana
using the Accra Metropolis as a case study. The study was a descriptive survey employing
the quantitative approach to data collection and analysis. The main instrument for data
collection was a questionnaire. A sample of 425 consumers of clothing was selected from
the Central Business District of Accra using the convenience sampling technique. The
study revealed that consumers of clothing perceived sustainable clothing to be clothes that
make them feel comfortable when they wear them, express their identity, and clearly show
the individual’s body shapes when they wear them. It was found that sustainable issues are
an integral part of consumers’ everyday life and consumers demonstrate an immense
interest and awareness in sustainable issues. Among the factors that influence consumers’
buying decisions were price and quality. The majority of the respondents showed interest
in a more stylish range of sustainable clothing and mostly looked out for clothes with
special features. It was suggested that clothing manufacturers should consider using more
natural fibres in garment production and their production activities should be carried out
with quiet consciousness bearing in mind their social responsibility to the society. Apart
from price and quality which were hitherto the major factors that influenced consumer
clothing buying decisions, in recent times consumers buying decisions are influenced by
other sustainable factors such as pleasant material, eco-certification of the clothing item,
use of non-toxic or non-harmful materials and so forth.
Description:
A Dissertation in the Department of Fashion Design and Textiles Education, Faculty of
Vocational Education, submitted to the School of Graduate Studies, University of
Education, Winneba in partial fulfillment of the requirements for the award of Master of
Technology (Fashion Design and Textiles Education) degree.
DECEMBER, 2016