Entendimiento de las necesidades y motivaciones de los consumidores de moda sostenible en Bogotá

Abstract

Sustainable fashion is a portion of the fashion industry worldwide which is growing stronger and which the big brands in this sector have promoted in recent years. Due to global trends in carbon dioxide reduction and good environmental practices, in Colombia this type of fashion is already part of the environmental discussion agenda. In the Colombian fashion industry there are still no clear numbers on the environmental impact of clothing manufacturing, but it is known that many of the international brands that people currently consume have a high impact due to the number of clothes they manufacture, the water that contaminates the textile processes and in addition to the bad human resources practices. In Colombia there are already brands that have built sustainability processes for the production of clothing and already have a group of consumers who care about responsible consumption, however, it is also important to know which are the consumption habits of the people who look for companies that care about environmental and social sustainability, what are the motivations they have for buying this type of clothes and the needs they cover when making the decision, knowing that is important for marketing and for brand building to have an overview of what this consumer behavior is like.