Consumer attitude and perception towards sustainable fashion practices on the Maltese Islands

Abstract

The fashion industry is known to have various detrimental environmental and social impacts. While these are especially prevalent in ‘fast fashion’ production, the ‘slow fashion’ countermovement aims to encourage more sustainable fashion purchasing behaviours. To date, little is known about fashion purchasing preferences in Malta. The aim of this project is therefore to explore the knowledge and perceptions of young fashion consumers in the Maltese Islands. Data was collected using an explanatory mixed methods design, via a combination of online surveys (n = 207) and focus groups. Data was analysed through SPSS and NVIVO software. Despite considering themselves to be generally environmentally conscious, respondents were found to prioritise price and aesthetics, as opposed to the environmental impact of garments, when purchasing clothing. Some participants linked this to their dependence on local (fast fashion) clothing shops for reasons of convenience and accessibility. Furthermore, only a few participants use all clothing items in their wardrobe. Nevertheless, younger age groups possess greater awareness of slow fashion and are aware of sustainable purchasing options (second-hand, vintage, and charity shop purchases) as an alternative to sustainably-made clothing. Moreover, most consider disposal of clothing to landfill as a last resort. These results suggest that, although there is evidence of an attitude-behaviour gap, there is also potential for sustainable fashion options in Malta to be better developed.