Consumer Attitudes towards Sustainability Practices of Fast Fashion Brands in the Northwest of England

Abstract

Sustainability remains a significant concern in the fashion industry, and the operations of fast fashion brands are of particular concern. Consumer attitudes often influence purchasing decisions, highlighting the need for brands to align with sustainable practices. This research investigates consumer attitudes towards the sustainability practices of fast fashion brands in the Northwest of England.  A survey was conducted to examine consumers’ awareness and knowledge of sustainability practices, their emotional responses to these issues, and the influence of demographic factors on sustainable purchasing decisions. The findings revealed a disparity between claimed knowledge and actual understanding of sustainability in fashion. High emotional reactions to sustainability issues lead to sustainable purchasing behaviour. However, consumers' willingness to pay more for sustainable products does not necessarily result in actual purchases. Additionally, the only demographic factor that influenced purchase decisions was the available budget for fast fashion; other demographic factors showed no significant impact. These insights deepen the understanding of consumer attitudes towards sustainability in fashion and suggest that fast fashion brands must develop effective strategies to encourage positive consumer attitudes, thereby aligning their sustainable business practices with consumer values.