Paper Contents
Abstract
This study investigates consumer attitudes and purchasing behaviors regarding fast fashion and sustainable alternatives. Survey data reveal significant consumer concern about the environmental impact of fast fashion, particularly water pollution and textile waste. However, a considerable knowledge gap exists, with many consumers demonstrating limited awareness of the full consequences. Despite this, a substantial segment of consumers express willingness to pay more for sustainable clothing. However, several key barriers hinder wider adoption: higher prices, limited availability, a lack of information about sustainable brands, and a perceived lack of stylish options. These findings highlight the need for a multi-faceted approach involving increased transparency, improved affordability and accessibility, enhanced design innovation, and supportive policies to promote a more sustainable fashion industry. Addressing these barriers is crucial to translate consumer concern into widespread adoption of sustainable fashion practices.
Copyright
Copyright © 2025 fatima ezzahra bouklata. This is an open access article distributed under the Creative Commons Attribution License.
