CONSUMERS’ PERCEPTIONS ABOUT SUSTAINABLE CLOTHING IN GHANA: THE CASE OF ACCRA METROPOLIS

ABSTRACT The study sought to evaluate consumers’ perceptions about sustainable clothing in Ghana using the Accra Metropolis as a case study. The study was a descriptive survey employing the quantitative approach to data collection and analysis. The main instrument for data collection was a questionnaire. A sample of 425 consumers of clothing was selected from the Central Business District of Accra using the convenience sampling technique. The study revealed that consumers of clothing perceived sustainable clothing to be clothes that make them feel comfortable when they wear them, express their identity, and clearly show the individual’s body shapes when they wear them. It was found that sustainable issues are an integral part of consumers’ everyday life and consumers demonstrate an immense interest and awareness in sustainable issues. Among the factors that influence consumers’ buying decisions were price and quality. The majority of the respondents showed interest in a more stylish range of sustainable clothing and mostly looked out for clothes with special features. It was suggested that clothing manufacturers should consider using more natural fibres in garment production and their production activities should be carried out with quiet consciousness bearing in mind their social responsibility to the society. Apart from price and quality which were hitherto the major factors that influenced consumer clothing buying decisions, in recent times consumers buying decisions are influenced by other sustainable factors such as pleasant material, eco-certification of the clothing item, use of non-toxic or non-harmful materials and so forth.