Exploring the Impact of a Documentary Film on Young Consumers' Understanding of Sustainable Apparel Consumption and Behavioral Changes

Abstract

<p>The purpose of this study is to examine the effectiveness of a documentary film on undergraduate students' awareness of sustainability and future intention to change their apparel consumption behaviors. Changes of the scale and pattern of apparel consumption and attitudes in favor of sustainable apparel consumption is crucial. Then, how can we find ways to transform unsustainable consumption to sustainable? A documentary film, "The True Cost" (2015), and other activities were utilized because they provide the context of global supply chain of fast fashion and practices. The most crucial theme emerged after watching the film was that several participants appeared to recognize themselves as a change agent in the system addressing some fundamental issues of consumerism. Those participants seemed to become more proactive for a sustainable lifestyle in their life, community, and for their professional careers.</p>