The idea of sustainable development and sustainable fashion in the light of buyers' opinions

In the paper the concept of sustainable fashion and related categories was recognized and the results of consumer research were presented. Empirical research allowed for preliminary identification of the following issues: the level of consumer knowledge about sustainable fashion and related categories; behaviours relating to clothes no longer worn; selected factors in the purchase of clothing by consumers as well as selected dimensions of clothing quality perceived by consumers, including those relating to the issue of sustainable fashion; consumer preferences regarding marketing messages containing content referring to sustainable fashion; declared future behaviour of clothing consumers – based on their opinions on the development scenarios of the clothing industry. The aim of the article is therefore to assess buyers' awareness of sustainable development and sustainable fashion as a value category, changes in buyer behaviour towards sustainable development and sustainable fashion, and to assess consumer needs regarding marketing communication from clothing companies towards sustainable development and sustainable fashion. For the purpose of the article a research was conducted via social media on a group of 276 respondents. The study results demonstrate limited interest among buyers in the issues of sustainable development, linked with a lack of emphasis on the implementation of that idea in marketing communication, which results in limited knowledge among buyers regarding sustainable development as a value category.

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