The Role of Consumer Attitudes and Policies in Increasing Sustainable Buying Habits in the Fashion Industry

Abstract

In a society where overconsumption is on the rise, sustainable fashion is essential. Therefore, the aim of this paper is to explore how sustainable fashion can be prioritized over fast fashion in order to help the sustainable fashion industry progress forward. This research determines consumers’ attitudes toward purchasing sustainable fashion products based on numerous different factors such as existing policies, geographic setting, physical barriers, and financial barriers. A self-administered survey was conducted with respondents from various regions, geographic environments, age ranges (10 to 50+), and genders to examine how consumer behavior varies by demographic backgrounds. The data collected regarding their background was used to draw connections to the survey respondents' interest and willingness to pay for sustainable fashion products. The results suggest that consumers are more likely to purchase sustainable fashion products if they have an interest in sustainability and/or fashion, and if they reside in a major city or urban area. The results of the study reflect various factors that affect consumer decisions and provide policymakers with insights on how to best shape the sustainable fashion industry moving forward in response to growing concerns within the fast fashion industry.