Effective Strategies to Promote Sustainable Fashion among Consumers
Keywords:
Sustainable fashion, responsible consumption, responsible production, consumer behaviour, fast fashionAbstract
The environment is harmed through several factors by the fashion industry, such as pollution, excessive waste and questionable labor practices. Sustainable fashion keeps focus on fair manufacturing processes, responsible buying culture, and decreasing waste, that is why it may be a better alternative to the traditional one. Therefore, sustainable fashion is not that demanded among the enormous span of consumers, because of the expensive prices, limited availability, and low awareness. This research aims to identify strategies to inspire more people to switch to sustainable fashion by keeping the center of attention on these key points: media’s impact on consumer choices, businesses' efforts to bring accessibility for sustainable fashion, and technology support for eco-friendly options. The research includes a review of existing studies and examples from the industry. The results reveal that it seems like the media often tends to promote fast fashion more rather than sustainability, which makes viewers perceive eco-friendly clothing pieces as less appealing ones. Additionally, consumer interest could be increased through different types of campaigns like clarity of information, fair pricing policies, and reward programs. Technologies can improve sustainable fashion as a whole and make the usage process way easier, for example, clothing rental services, digital wardrobes, and AI in supply chains. The research suggests that the media should focus on highlighting and promoting sustainable brands, businesses should lower the prices for eco-friendly options, and technology should focus on creating effective solutions for customers. Further studies should track cooperation between governments and businesses to support sustainability in fashion for the long-term periods.
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