Consumer Perception and Behavior in the Context of Sustainable Fashion: A Comprehensive Analysis of Emerging Trends and Impacts

Abstract

Sustainability has become an increasingly critical issue within the fashion industry, as growing awareness of the social and environmental impacts of clothing production prompts calls for change in business practices and consumer behavior. This paper provides a detailed assessment of consumer perspectives and actions related to fashion sustainability issues. Focusing on developed and developing world contexts, it analyzes awareness levels and attitudes regarding the sustainability impacts of clothing manufacturing, including factors such as labor rights, waste generation, and chemical pollution. A willingness to pay sustainability price premiums is evaluated across consumer segments, revealing attitudes among young and eco-conscious demographics in particular. Disposal behavior of used clothing is also examined, exploring participation rates in recycling and resale versus landfill disposal. Perceptions of eco-fashion aesthetics are assessed to understand potential barriers to wider sustainable fashion adoption. Overall, the analysis reveals a disconnect between expressed sustainability concerns and actual purchasing choices, reflecting the attitude-behavior gap phenomenon. Priority areas for brands, policymakers, and consumers to accelerate sustainable fashion consumption patterns are outlined, emphasizing the need for collective action to minimize the environmental footprint, improve transparency, and promote more conscious lifestyle choices within the evolving fashion landscape.