Developing a Scale for Measuring Sustainable Consumption of Clothing Products (SCCP)

Background: Industry Challenges and Research Gaps

The clothing industry faces intense scrutiny for its role in environmental degradation and unethical labor practices, largely fueled by mass production and overconsumption. While many companies adopt sustainability as a marketing strategy, the concept of Sustainable Consumption of Clothing Products (SCCP) remains poorly defined, with no standardized method to measure it from a consumer perspective. Existing research mainly focuses on purchase intention of sustainable clothing, overlooking consumers’ broader behaviors and awareness across the entire consumption cycle—from use to disposal.

Study Objectives and Significance

The study by Park and Lee (2020) aimed to conceptualize, develop, and validate a comprehensive measurement scale for SCCP, addressing limitations in prior work by exploring consumer awareness and behaviors beyond mere purchasing. A validated scale enables:

• Diagnosis of consumers’ mental and behavioral status regarding sustainable clothing consumption.
• Development of consumer guidance and interventions aimed at resolving sustainability issues linked to clothing consumption.
• A better understanding of multidimensional consumer roles, such as refusing purchases, recycling, and prolonging product use.

Methodology Overview

The researchers combined qualitative and quantitative approaches to create the SCCP scale:

• Qualitative Data Collection: Literature review and consumer interviews informed initial item generation.
• Quantitative Validation: Two rounds of surveys provided data for scale refinement and psychometric testing.
• Data Analysis: Content analysis, Exploratory Factor Analysis (EFA), and Confirmatory Factor Analysis (CFA) using MPlus software identified distinct constructs representing awareness and behavior related to SCCP.

Key Insights and Findings

• The developed scale captures both consumer awareness and behavior dimensions of sustainable clothing consumption.
• Awareness constructs reflect knowledge and attitudes about environmental and ethical impacts of clothing production and disposal.
• Behavior constructs encompass actions such as choosing sustainable products, reducing consumption, recycling and reusing clothing, and alternative consumption models (e.g., renting).
• The scale demonstrated good reliability and validity, providing a robust tool for future academic research and practical applications in sustainable fashion marketing.

Implications for Sustainable Fashion Movement

• Moving beyond a narrow focus on “green purchasing,” this scale advances a holistic understanding of consumer engagement with sustainability in clothing.
• It equips policymakers, brands, and researchers with a diagnostic instrument to tailor strategies that encourage responsible consumption throughout the product lifecycle.
• By recognizing diverse consumer roles—including anti-consumerism and collective consumption—the scale reflects evolving values and behaviors driving sustainable consumption trends.

Conclusion

Park and Lee’s study fills a significant gap by offering the first validated, consumer-focused measurement instrument for Sustainable Consumption of Clothing Products. This advancement supports the sustainable fashion industry’s shift from fragmented marketing efforts to integrated consumer behavior insights, vital for reducing environmental and social impacts in the clothing sector.

Reference:
Park, S., & Lee, Y. (2021). Scale Development of Sustainable Consumption of Clothing Products. Sustainability, 13(1), 115. https://doi.org/10.3390/su13010115
(Published December 24, 2020 under CC BY 4.0 license)

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