engleski

CONCIOUS BUYING AS SUSTAINABLE FASHION DRIVER – SURVEY ON CROATIAN STUDENTS’ ATTITUDE

Fashion industry is generally perceived as one of the biggest environmental polluter. So called fast fashion creates items to be replaced quickly and it directly leaves a huge impact on environment. Unlike fast fashion, slow fashion describes a socially conscious movement that is decidedly at odds with the ever faster fashion cycle from its production to disposal. In order to explore the common assumption that today’s consumer are more and more concerned about environmental sustainability, we conducted the survey at two different Faculties at the University of Zagreb, Croatia. We questioned students about their shopping habits in second- hand shops, disposal of their fashion products and about their attitude towards fashion product recycling. Sustainable thinking would encourage consumers to commit to buying more used than new items and leave less clothing on disposal. As student population are one of the fast fashion main targets and one of the biggest consumers, results presented in this paper will bring important data for Croatian (as an example of Central and East European country) sustainable clothing producers. Conclusion will provide data on students’ attitude towards conscious buying and recycling habits and also basis for further research will be set.

conscious buying, environmental sustainability, fashion industry, fast fashion

nije evidentirano