Barriers, brands and consumer knowledge: Slow fashion in an Australian context

Abstract

Fast fashion contributes to substantial environmental and ethical impacts at every stage of the product lifecycle and is a continuously growing industry within Australia. While slow fashion exists as an environmentally sustainable fashion alternative and appears to be gaining in popularity, little is known about the knowledge, attitudes and behaviours of the general Australian consumer towards slow fashion. This study aimed to develop an understanding of Australian consumers’ attitudes and perceptions towards the consumption of four types of slow fashion (secondhand shopping, high-end labels, hiring garments and eco-clothing). Participants (N = 209) completed a mixed-methods online survey. Quantitative items included a multiple-choice questionnaire on specific aspects of slow fashion knowledge, including clothing consumption, specific environmental impacts of the fashion industry and the origins and purpose of the slow fashion movement. Open-ended items were analysed for information about barriers, associated brand names and additional knowledge. Results from the multiple-choice questionnaire suggested participants possess satisfactory knowledge of fast and slow fashion; however, open-ended knowledge measures did not support this. Qualitative responses indicated potential barriers to purchasing slow fashion, including a lack of interest, cost, awareness, availability and sizing, as well as highlighted brand names that consumers associate with both slow and fast fashion. To the best of our knowledge, this study is the first of its kind focusing on an Australian sample. These findings will have implications for behaviour-change efforts among educators and businesses, enabling them to implement targeted strategies to promote the consumption of slow fashion among general Australian consumers.