I consumatori di moda sostenibile hanno i pannelli solari e non fanno sesso

Emanuela Mora, Marie-Cécile Cervellon, Lindsey Carey

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


The chapter presents the main results of an exploratory research conducted in Milan and compared the results of a similar survey submitted in Canada and in France. The research was concerned with the perceptions consumers have as well as a definition of sustainable fashion items. The evidence suggests that consumers feel uncomfortable when asked to judge sustainable fashion items, through not being confident about their knowledge and skills in such a complicated field. Furthermore, Italian consumers can be categorized in two classes: 1. people who consider sustainable fashion a product for highly ideologized people (like french consumers) 2. people who consider sustainable fashion a product for smart and cool young, highly educated women (like Canadian consumers).
Original languageItalian
Title of host publicationIl bello e il buono. Le ragioni della moda sostenibile
EditorsM. Ricchett, M.L. Fris
Place of PublicationVenezia
PublisherMarsilio Editori SpA
Number of pages16
ISBN (Print)9788831709101
Publication statusPublished - 2011


  • sustainable fashion
  • consumers
  • perception
  • identity

Cite this