Fashion and Sustainability: Increasing Knowledge About Slow Fashion Through an Educational Module

Abstract

<p>The purpose of this study was to understand whether exposure to education about slow fashion regarding its environmental benefits would influence consumers' knowledge, attitudes, and purchase intentions toward slow fashion apparel. College-aged students were recruited for this study as they were the target market of fast fashion retailers. A mixed-method approach with three phases of data collection was implemented. A total of 163 participants participated in the study. Findings have suggested that a 30 minute educational module consisting of mostly text-based information with supplementary images made a significant, positive impact on young adult consumers’ knowledge of and attitudes toward slow fashion. Unexpectedly, purchase intentions toward slow fashion among the participants did not increase. Financial restrictions experienced by university students could have minimized their purchase intentions toward slow fashion apparel which tends to be more expensive than fast fashion. Discussion and Implications are included.</p>