Customers’ awareness of the environmental impact due to fast fashion

Abstract

The fast fashion industry is increasingly under scrutiny for its significant environmental impact. This thesis explores the relationship between consumers' awareness of fast fashion's environmental consequences and their preference for sustainability when choosing clothing brands. Utilising a quantitative approach through questionnaires, the study aims to assess how awareness of fast fashion's ecological footprint informs individuals’ purchasing behaviour by examining various factors affecting consumer choices, including age, price sensitivity, and perceived quality. The findings indicate that age plays a crucial role in enhancing environmental awareness. who are more conscious of environmental issues are generally more inclined to choose brands that demonstrate dedication to sustainability, though price and product quality remain as significant determinants. The research provides valuable insights into the dynamics of consumer behaviour and highlights the need for clothing brands to balance environmental responsibility with competitive pricing and superior garments to appeal to environmentally conscious consumers. These insights can guide brands in developing strategies to align with customer values and understanding how these factors can help drive industry-wide shifts towards more sustainable practices while contributing to minimise the environmental impact of fashion consumption.