Sustainability and Social Responsibility

Sustainability Education: Exploring How Apparel Brands Teach Consumers 

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Abstract

Consumer awareness of the environmental impact of their choices is growing, prompting fashion brands to prioritize sustainability. Many brands now incorporate sustainable practices, either holistically or through specific product lines. However, sustainability attributes are not easily visible, and consumers often lack knowledge and trust regarding these efforts. To address this, brands use marketing and websites to educate consumers, showcasing initiatives like traceability, sustainability reports, and care instructions. In this qualitative exploratory study, researchers found that privately held brands often embed sustainability into their core business, partnering with third-party platforms for transparency. In contrast, publicly traded brands focus on isolated efforts and offer fewer integrated tools for consumer education. Implications are propsed together with scope for future research.

Keywords: Sustainability education, apparel brand education

How to Cite:

Bianchi Fittipaldi, A. & Bhaduri, G., (2025) “Sustainability Education: Exploring How Apparel Brands Teach Consumers ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18601