How Does Sustainability Affect Consumer Choices in the Fashion Industry?

The fashion industry being one of the most polluting industries in world means that it is an with immense potential for change. Consumers are central and closely intertwined how companies act. This research reflects consumer perspectives practices towards topic sustainability implemented industry. relevance key role consumers its implementation undeniable confirmed by a representation general awareness concern, despite not always translated into actual practices. A qualitative methodology, followed set interviews conducted consumers, revealed great majority implementing variety when making their buying choices items. Barriers such as lack education, information, knowledge transparency were identified, this aspect was shared reason why they motivated to make more conscious decisions. Companies should educate from perspective focus on group choices, represent future.