A Study of the Impact of Sustainability Marketing on Consumer Attitude Towards Fast Fashion

Sustainable development is a growing concern in today’s globalised world and the fashion industry is often pointed out as one of the main culprits of the environmental and social issues faced. Many companies want to take this increasing interest into account by considering the sustainable dimension of their products. To do so, new methods are being implemented, notably through marketing practices. This study aims to determine how sustainability marketing can have an impact on consumer attitude towards fast fashion. Specifically, it investigates whether the awareness of sustainability marketing has an impact on people’s propensity to buy fast fashion. To test the hypothesis that high awareness of sustainability marketing leads to a decrease in fast fashion purchasing, an online self-administered survey was delivered using Google Form tool. A total of 160 responses has been received. Respondents have been asked to answer 26 questions including demographic matters, fast fashion consumption pattern, sustainability marketing awareness and sustainable fashion consumption. SPSS statistical package version 26 has been used to test the hypotheses of this research. These results suggest that there is a statistically significant relationship between the awareness of the environmental and social impact of the fast fashion industry and consumer attitude towards fast fashion