Sustainability and Social Responsibility

A Longitudinal Study of Consumer Awareness of Sustainable Fashion

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Abstract

The purpose of this study is to track the process of consumer awareness of sustainable fashion in a longitudinal way. The objectives of this study are (1) to examine consumer awareness of sustainable fashion longitudinally, (2) to identify the key changes of consumer awareness by using the sustainable fashion criteria; and (3) to explore the appropriate strategies to increase consumer awareness of sustainable fashion. A survey was conducted by using a sample drawn from the student population of a large state university. The results show that consumer awareness of sustainable fashion has been improved in the last six years. Among all the specific criteria, consumers tend to be more aware of Recycle, Vintage, and Organic, especially Recycle. The biggest improvement of consumer awareness of sustainable fashion is Vegan. More consumer education needs to be developed and conducted for Artisan, Custom, Fair Trade, and Locally Made.

Keywords: Sustainable Fashion, Consumer Awareness, Longitudinal Study

How to Cite:

Shen, D., (2022) “A Longitudinal Study of Consumer Awareness of Sustainable Fashion”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13358