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Consumers' attitudes towards sustainable fashion, clothing usage and disposal

This chapter features in an international, interdisciplinary compilation of perspectives on sustainability in fashion and textiles, edited by the founders of the Sustainable Textile Research Centre in Buenos Aires. The paper was selected as the concluding chapter for this compilation after a three-stage blind peer-review process, following a call for contributions. The purpose of this research was to explore consumers’ attitudes towards sustainable consumption of clothing. The study was funded by the UK Government’s Department for Environment, Food and Rural Affairs (Defra) and it was conducted by a team from the fields of art and design, sociology and business. The central aim was to discover ways in which consumers can be encouraged to behave more sustainably towards the consumption, use and disposal of fashion products. Environmental and social sustainability have clearly become important issues for the fashion industry, with increased demand from consumers for sustainable clothing, evidenced by an increase of sales in this market in the UK. Despite demand for sustainable clothing and interest from the Government, NGOs, academics and retailers, relatively few studies have been published on this topic. Qualitative research was conducted in the form of focus groups, a diary task and wardrobe audit, followed by deliberative workshops. The sample of 99 participants was selected to include consumers representing different population segments with regard to their environmental behaviour. The study found that consumers were largely unaware of the sustainable fashion products and practices which were available to them. However, some of the respondents were willing to change their behaviour in relation to sustainable clothing consumption and disposal when supplied with relevant knowledge on this issue. Aimed largely at fashion academics and practising designers, this chapter reflects primarily on the post-purchase behaviour of fashion consumers and its implications for improving the sustainability impacts of fashion products.