Green in fashion? An exploratory study of national differences in consumers concern for eco-fashion

The world undergoes one of the worst economic crises ever, which affects all industries, including fashion and luxury. Experts tend to say that understatement, stealth wealth and non-conspicuous consumption are becoming implicit rules. Consequently, some consumers might select new forms of status display, via philanthropic or environmental-friendly actions. In addition, consumers might feel a need to refocus on what is really important in their lives, especially their health via reconnecting with nature. Hence, the new economic context tends to encourage the trend to go green in many industries and fashion brands begin to pick up the interest.