Consumers’ purchasing behavior of sustainable fashion

Abstract

The fashion industry has changed drastically within the last two decades. The concept of fast fashion has only been created a few decades ago and it has already become one of the world’s main causes of pollution. It has changed some of the main driving factors within the industry, such as quality, speed of market, cost, and demand. These changes have also created multiple severe problems in the industry that are affecting the environment, and labor conditions in an alarming way. Because of these drastic changes and problems fast fashion has caused; sustainable fashion has been created as a response to it. It aims to create fashion on more ethical and environmental terms. The Purpose of this study is to find out what factors affect the consumers purchasing decisions of sustainable fashion.

Data was collected through a survey that was shared on social media to find out consumers purchasing habits as well as attitude and knowledge towards sustainable fashion. The theocratical part focuses on the fashion industry and the information was gathered from various different digital sources.

The results show that consumers attitude towards sustainable fashion is positive and curious. The steps consumers are taking towards being more sustainable as well as showing what factors affect their purchasing decisions are presented in the empirical research and data analysis section.