Fashion Activism: Empowering Consumers and Industry Stakeholders for Sustainable Change

Abstract

As concerns about the environmental and social impact of the fashion industry continue to grow, sustainable fashion has emerged as a critical area of research and practice. This research article aims to provide a comprehensive understanding of consumer behaviour and industry practices in the context of sustainable fashion.

The research combines qualitative and quantitative techniques to gather data from both consumers and fashion industry professionals. The study explores consumer attitudes, motivations, and purchasing behaviour related to sustainable fashion, as well as the challenges they encounter in adopting more sustainable practices. Additionally, industry practices and strategies employed by fashion brands and retailers to promote sustainability are examined, including supply chain management, production processes, and marketing initiatives. By analyzing consumer and industry perspectives, this research aims to bridge the gap between sustainable fashion theoretically and in practice.