Making the Change: The Consumer Adoption of Sustainable Fashion

Alana M. James, Bruce Montgomery

Research output: Chapter in Book/Report/Conference proceedingChapter


This chapter explores the recent societal changes leading to a shift in consumer needs and wants from fashion. This aims to offer context to the increased consumption levels in the fashion industry and due to the nature of the necessary supply chain, resulting in consequential negative impacts on social and environmental factors. The fast fashion business model was explored, framing the problems currently challenging an increase in responsible practices in the fashion industry. The adoption of sustainability on behalf of the consumer is crucial, cleaning-up their previous behaviour which focused on quantity over quality. Without adoption, the consumption problem remains ignored and disguised up by aspirational fashion marketing, blinding the consumer during purchasing. The detoxification of both the consumer’s purchasing behaviour and the process and practices implemented in the fashion industry is needed. Potential solutions and approaches will be discussed helping to move away from the previously highlighted fast fashion principals, towards a slower, more considered fashion sector.
Original languageEnglish
Title of host publicationDetox Fashion
Subtitle of host publicationSupply chain
EditorsSubramanian Senthilkannan Muthu
Number of pages38
ISBN (Electronic)9789811047770
ISBN (Print)9789811047763
Publication statusPublished - 2017

Publication series

NameTextile Science and Clothing Technology
PublisherSpringer Singapore
ISSN (Print)2197-9863


  • Sustainable fashion purchasing
  • consumer behaviour change
  • transparent business practices


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