Sustainability and Water Waste in the Fashion Industry 

Sustainability and Water Waste in the Fashion Industry; Abstract This research evaluates consumer awareness of water use and its role in the denim industry. The specific goal is to find out how much consumers know about sustainability, water waste, and the manufacturing process of denim. Upon conducting external research through online articles, videos, lectures and feedbacks from various sources, an online survey was conducted. The survey was designed to collect data about consumer purchasing patterns and whether consumers would alter their purchasing patterns if they knew more about sustainability and unethical practices within the fashion industry. The analyses of the collected data suggested that the majority of the consumers are millennials who show an increased concern for sustainability and already possess some degree of knowledge on sustainable practices as well as water waste in the fashion industry. Though the ultimate priority for the consumer is cost, sustainability came close to the top. Most consumers responded positively when asked whether learning more about sustainable practices and the impact of waste would change their purchasing patterns. Overall , we believe that there is a solid awareness within the younger generation toward sustainability and the wasteful practices within the fashion industry