Consumption Practices of Ecological Fashion in Moscow

It is common knowledge that in a «century of consumption» our planet is faced with a variety of environmental problems. To avoid harming consequences to nature, many industries start to produce environmentally friendly products, packagings and items. In many countries, especially in Europe, a concept of "eco-fashion" has already been formed. However, in Russia this has not been sufficiently developed. Nevertheless, it already has a large number of followers: both designers and consumers. However, the cost of eco- fashion is, as a rule, slightly higher than the equivalent of "non-green" things. This why, some scientists believe that the desire to buy purely eco goods and services is nothing more than a good marketing tool. However, if we look at fashion through the lens of environmental sociology, fashion may be in harmony with the environment. In terms of the sociology of fashion there are many different mechanisms that motivate people to buy. The aim of the research is to identify the practices of eco- fashion consumption and the motives that drive consumers and designers who prefer to buy and produce only eco-friendly garments and accessories. Looking at the problem was carried out in the light of sociology of fashion, sociology of consumption and environmental sociology. The goal of the research was achieved by the deployment of a qualitative method. In particular semi-structured interviews were conducted with eco- fashion customers and designers. Research has shown that eco- consumers are driven by not only marketing, but also the economic and socio-cultural aspects.