Increasing Knowledge, Awareness, And Attitudes About Slow Fashion Through An Educational Module

Abstract

Fashion production makes up 10% of global carbon dioxide emissions every year, depletes water sources, and pollutes rivers and streams. As more people buy clothes worldwide, the increased demand for low-cost garments and new styles is putting a strain on the environment. As a result, the slow fashion concept seeks to promote clothing that is both ethically produced and environmentally friendly. The purpose of this study is to have a better understanding of the relationship between exposure to sustainable fashion education, and the changes in consumers' knowledge, awareness, and attitudes (KAA) toward slow fashion apparel. The second objective is to investigate whether sustainable fashion education would influence young consumer’s purchase intentions toward slow fashion. The survey responses from 208 UNISEL students participating in the Green Awareness and Sustainability in Community (GASCO) course in this study. In two lecture series, an educational module on the concept of slow fashion was introduced. In a quantity method approach, two rounds of data collection were used: a pre-educational survey with an educational module, and a post-educational survey for all pre-educational survey participants. Knowledge and attitude have also been shown to be helpful in predicting purchasing intentions. These findings demonstrated that educational exposure had a significant and positive impact on young adult consumers' comprehension and attitudes about slow fashion. As a result of this study, the slow fashion awareness module gained an educational component, which increased consumer comprehension and attitudes about slow fashion.