Attitudes towards Sustainable Fashion in Romania

Abstract The present study is an attempt at mapping the Romanian society’s attitudes towards sustainable fashion. Our analyses are based on the European Commission Eurobarometer 92.4 (2019) data relevant for Romania. We have looked into ten Likert-type variables focused on consumer attitudes regarding sustainable fashion. As a first step, we created a sustainable-fashion attitude scale, followed by an exploratory factor analysis (EFA) aimed at investigating the inner structure of the variables. Thereafter, we employed a linear regression analysis in a bid to answer the question as to which are the variables that account for commitment to sustainable fashion in Romania. Inter alia, our results suggest that positive attitudes towards sustainable fashion are most enhanced by awareness about environmental issues and sensitivity to environmental protection in general and are weakened most significantly by poor financial situation measured in terms of difficulty in paying the bills. Besides gathering information on environmental protection from traditional media (the press), relying on Internet sources in this respect also increases support for the transition to a more environmentally conscious textile industry. Our analysis touches upon research limitations such as the attitude–action gap.