Sustainability in the fashion industry : can consumers influence sustainability through their choices in the fashion industry

Abstract

The fashion industry is rapidly developing global market with significant economic, social and environmental aspects. The growth of fast fashion has accelerated consumer consumption and production cycles, causing pollution, increased waste production, and unethical labor practices. This thesis is investigating the concept of sustainability within the fashion industry and whether consumers can influence sustainable manufacturing and products through their purchasing choices. Referencing on academic literature, industry reports, and research papers, the thesis examines the theoretical themes including circular economy, ethical consumption, greenwashing, and the growing demand for transparency in the industry. The study shows that while consumer choices can contribute to shaping market trends and encouraging companies for change, their influence is limited by barriers, such as price, lack of knowledge, and the attitude-behavior gap. Increasing consumer demand for sustainable products has already made fashion companies to develop more environmentally friendly materials, improve working conditions, and implement actions for recycling. The findings suggest that as fast fashion remains dominant, a moderate change towards sustainability is ongoing, driven by both consumer awareness and regulatory pressure. In the end, consumer have the potential to influence sustainability, but change requires continuous actions, greater transparency, and long-term commitment from consumers and fashion companies.