Determination of consumer awareness about sustainable fashion

Abstract

The concept of sustainability has begun to gain importance in fashion industry. The companies, which are acting in sustainable fashion, want to gain recognition, inform the consumer about their products and services and generate a demand from the consumers. But the awareness of the consumers about sustainability is still an unknown. In this study, the level of awareness of consumers about sustainable fashion was tried to be determined with a survey established in Turkey in which the socio-demographic characteristics and the awareness level of the participants were questioned. The result of the survey showed that the level of awareness among the participants is not so high and the perception of sustainability is mostly limited to some aspects of sustainable fashion such as "Usage of organic materials" and "Recycling". Besides, the analysis of the relation between socio-demographic characteristics and awareness level of sustainable fashion showed that the awareness level increased with the education level and income to some extent. But specifically, the males and the participants aged between 24-29 have higher levels of awareness compared with the other participants.