SIGNATURE WORK
CONFERENCE & EXHIBITION 2022

Promoting sustainable fashion is vital for mitigating multiple environmental problems associated with fashion industries. Blockchain technology might help sustainable fashion industries credibly share their product information with consumers. However, there is limited knowledge of consumers’ preferences for blockchain-based fashion products. This study analyzes these consumer preferences by conducting a choice experiment with consumers in Suzhou, China. The results show that consumers supported blockchain-based fashion product information related to organic fabric, carbon emission, original brands, clothing durability, industrial wastes, and animal rights. Particularly, consumers of luxury brands strongly preferred this blockchain application. However, consumers were against blockchain systems based on memberships or developed by NGOs, posing a challenge for fashion industries to develop blockchain systems. These study results highlighted potential opportunities and challenges for applying blockchain technology to promoting sustainable fashion from the consumers’ perspectives.