Sustainable fashion consumer behaviour: Why awareness isn't changing what people buy

Sustainable fashion consumer behaviour reveals a growing divide between environmental awareness and the decisions consumers make when purchasing clothing

Fashion's purchasing decisions remain driven by desirability, identity and perceived value, revealing the limits of sustainability messaging when product appeal is missing.

Fashion has spent years attempting to change consumer behaviour through education. Sustainability campaigns, environmental impact reports, product labels and circular fashion initiatives have all sought to make shoppers more conscious of the consequences of their purchases. Yet awareness has not consistently translated into different buying decisions.

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