Sustainable Fashion: Consumer Behavior and Environmental Impact in the UK

Abstract

Sustainable fashion has gained traction as consumers become increasingly aware of the environmental impact of the fashion industry. This study examines consumer behavior in the UK concerning sustainable fashion choices and their influence on reducing environmental harm. We conducted a survey of 1,000 consumers and analyzed their purchasing habits, attitudes toward eco-friendly materials, and knowledge of sustainable brands. The findings indicate a growing interest in sustainable fashion, but barriers such as high costs, limited availability, and lack of awareness about the full environmental impact persist. The paper also explores how fashion brands can better align with consumer values by adopting transparent practices, using eco-friendly materials, and promoting circular economy models.