Consumer perceptions of energy and clothes shopping: a focus group study

Written transcripts from 5 qualitative, semi-structured focus groups held with consumers as part of the TRANSFER project. The focus groups were conducted in July 2014 at shopping centers in Sheffield and West London, each comprising 4-8 participants (N = 33). Participants were asked to consider (a) the motives underlying their fashion and energy purchase decisions; and (b) their responses to three sustainability focused ‘concepts’ derived from discussions held with business representatives at a workshop held earlier in the year (April, 2014).

DISCLAIMER: The views contained in these transcripts are those of the members of the public participating in the project and in no way reflect the views of the TRANSFER project team, the University of Sheffield, the University of the Arts London or any of the project partners.<p>Energy and fashion retailers face the common challenge of encouraging the reduced consumption of salable products in order to promote sustainability, while simultaneously maintaining financial prosperity.

The TRading Approaches to Nurturing Sustainable consumption in Fashion and Energy Retail (TRANSFER) project was designed to facilitate knowledge exchange between these retail sectors and other stakeholders.

The aims of TRANSFER were twofold: (1) to bring together representatives of the energy and fashion retail sectors, with academic experts and other stakeholders, to exchange best practice around the promotion of sustainable consumption to consumers; and (2) to investigate how efforts to promote sustainable consumption within these sectors is received and responded to by consumers.

These aims were achieved through a series of participatory knowledge exchange and public engagement activities (including commercial partner workshops, public focus groups and a public exhibition) coordinated by a trans-disciplinary team of academics from the University of Sheffield and the London College of Fashion.

Drawing on theory from the disciplines of psychology, management and fashion; this project affords better understanding of how initiatives intended to promote conscientious consumption of fashion and energy can be successfully implemented in order to have maximum, beneficial impact on the attitudes and behaviour of consumers.</p>