Survey and the responses


It shows that 66.7% of the participants were
aware of the meaning of sustainable clothing and have heard of the term ‘Sustainable Fashion’,
suggesting that most consumers have some degree of awareness and knowledge of what sustainable
clothing is. However, only 50% considered sustainability or the environmental impact to be an important
factor when making a purchase. This implies that not as many people appreciate the impact that the
fashion industry, especially fast fashion, has on the environment. This is in contrast to the greater
public awareness of social issues. As such, we can deduce that there is a general lack of awareness
and education on the environmental impact of fast fashion. The majority of the participants 85.7% had
seen campaigns on social media recently, so social media is a favorable channel for interventions to
raise awareness

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