Educating for change?: An investigation into consumers’ perception of sustainability and the educational drivers needed to support sustainable consumption

Abstract

The research focused on consumer perceptions of sustainability within the fashion industry and how influential education is in changing consumer habits and increasing the likelihood of sustainable consumption. The research, using a mixed-method approach, also asks what drivers are needed to support this transition. Using a quantitative survey widely distributed (varied sample) and qualitative semi-structured individuals with fashion students, results show that education on what sustainability means for fashion is largely gained through mainstream social media and documentaries with no formal compulsory education in place. It shows that many consumers saw sustainability as a motivating factor in purchasing; however, price was still a barrier for most. Respondents believed that intervention in school curricula was the best way to educate future generations about sustainability and that having the skills to maintain longevity in clothing use was a key factor to a more sustainable fashion future.