Schewitz, Annika (2023) FROM FAST TO SLOW FASHION: Raising students’ interest in sustainable fashion through education to foster sustainable behaviour. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
The fashion industry is the second most polluting sector in the world and is in need of consumers who are open to using sustainable fashion alternatives. However, the recognized attitude-behaviour-gap shows a lack of sustainable behaviour change, especially within Generation Y which is the biggest target group of fast fashion consumption. To bridge this gap, awareness has to be created through education. To investigate how education fosters this awareness, a qualitative, comparative study was held around an educational workshop on sustainable fashion. The results show the overarching theme of consumers’ interest levels in sustainable fashion as most influential: the higher the interest, the fewer contextual barriers are hindering the intention to behavioural change. To raise interest in sustainable fashion, high and low-interest consumers can be matched, creating a positive learning atmosphere. Through active knowledge exchange, education fosters awareness and starts the participant’s re-thinking process, which eventually leads to a higher intention to behave sustainably. Thus, low-involvement products change into high-involvement ones, consciously decided upon and resulting in demand for slow, sustainable fashion.
| Item Type: | Thesis (Master) |
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| Name supervisor: | Faber, N.R. and Long, T.B. |
| Date Deposited: | 12 Sep 2023 10:46 |
| Last Modified: | 12 Sep 2023 10:46 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/329 |
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