SCIENTIFIC AND THEORETICAL ANALYSIS OF ASPECTS OF ECO-FASHION CONSUMPTION

Abstract

Information analysis and systematization on eco-friendly clothing and its consumption. Methodology. To achieve the goal, the method of system-structural and morphological analysis of the original object of study, methods of systematization and classification was used. The  paper  analyzes  the  actual  situation  on  the  international  and  domestic  ecological
clothing markets. The concept of " eco-friendly clothing" was identified. The main factors that have a negative influence on the environment in clothing production were identified. Based on this factors the requirements for eco-friendly clothing at all life cycle stages were established. On the basis of a detailed analysis  of consumer  motives, a  hierarchical scheme was presented,  in which the main factors  for  the  purchase  of  eco-friendly  clothing  by  ukrainian  consumers  are  presented.  The consumer  groups  systematization  in  relation  to  eco-friendly  clothing  was  performed.  The  most promising segment of a healthy and sustainable lifestyles (LOHAS) is identified. The “Fair trade” advantages are presented. The perspectives of eco-friendly clothing production and consumption in Ukraine and in the world were determined. Scientific novelty. For the first time, the systematization of eco-friendly clothing requirements in
terms  of  their  implementation  at  all  life  cycle  stages  of  ecological  products  was  developed, information  on  the  consumer  market  segments  of  eco-friendly  clothing  and  its  motivation  for purchase were systematized.