Exploring the User Perception of Zero Waste Pattern for Sustainable Fashion Development Using Means-End Chain Approach

Abstract

It is been a mainstream issue that fashion industry specifically fast fashion industry has been nominated as the 2nd bigger polluting agent after oil industry The newest sustainable technology study enable fashion industry to recycle the clothing material into the new yarns and fibers but still need a long way to go until they are fully developed and put into mainstream practice On the consumer side actually consumer already has a good level of awareness but it is not translated into environmental responsible fashion product consumption This inconsistent behavior called "attitude-behavior gap" To close this attitude-behavior gap a laddering method will be conducted The aim is to see how Hierarchical Value Map (HVM) from laddering method interprets the way people value Zero Waste Pattern-making (ZWP) as one of sustainable fashion effort which eliminates textile waste at the design phase This qualitative research method starts by exploring participant understanding about sustainable fashion understanding ethical consumption and attitude behavior gap from literature review Then collecting the interview data to make HVM The end process of this research will be an evaluation of consumer behavior based on the laddering method output and its relation with the factors of attitude-behavior gap solutions

Date of Award	2020
Original language	English
Supervisor	Chia-Han Yang (Supervisor)