COVID-19 and Anti-Consumption: An Analysis of the Effects of Pandemia on the Fashion Industry
DOI:
https://doi.org/10.23925/2178-0080.2022v24i1.52355Keywords:
COVID-19, Fashion, Anti-consumptionAbstract
This study aims to examine the impact of the ongoing economic crisis resulting from the COVID-19 Pandemic on consumers' fashion consumption behavior and the emergence of alternative consumption practices. Twenty semi-structured interviews were conducted between April and May 2020 to accomplish this research objective. The interviews aimed to shed light on the underlying emotions experienced by individuals as a result of changes in their consumption patterns. The analysis revealed several emerging themes, including reuse, reduce, and reject, aligning with previous anti-consumption findings. However, unlike previous circumstances, these behaviors are not driven by voluntary choices but instead compelled by the general health crisis and its subsequent economic ramifications.
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