Abstract

Sustainability has been one of the most salient issues in the fashion industry in recent years. The COVID-19 pandemic has prompted a reawakening of the environmental and ethical issues in garment production and consumption. Young consumers are actively raising their voices on the currently unsustainable state of the fashion industry system. Despite this, their perspectives on policy intervention in sustainable fashion are often overlooked. This study focuses on the challenges associated with sustainable consumption behaviors among young consumers and reveals the enabling factors that leverage sustainable actions via policy intervention. In-depth interviews were conducted to investigate the potential effectiveness of proposed policies in creating effective behavioral change within the UK market. The study found that eco-labelling and educational policies have particularly high levels of consumer support. Eco-labelling is considered a critical educational and awareness-raising tool for supporting sustainable fashion consumption; however, the existing labelling approach is inadequate due to the complexity of current terminology, lack of eco-literacy, and consumers’ distrust of industry claims about eco-products, flagging a need to ensure industry transparency. New attention-grabbing labelling, universal eco-terminology and more effective and transparent green communication strategies using a combination of physical and other digital communication are required.

摘要

近年来，可持续性一直是时尚界最突出的问题之一。COVID-19 大流行促使人们重新唤醒服装生产和消费中的环境和道德问题。年轻消费者正在积极为时尚产业体系目前不可持续的状态发声。尽管如此，他们对可持续时尚政策干预的看法经常被忽视。本研究重点关注与年轻消费者可持续消费行为相关的挑战，并揭示通过政策干预利用可持续行动的有利因素。进行了深入访谈，以调查拟议政策在英国市场内创造有效行为改变方面的潜在有效性。研究发现，生态标签和教育政策具有特别高水平的消费者支持。生态标签被认为是支持可持续时尚消费的重要教育和提高认识工具；然而，由于当前术语的复杂性、缺乏生态知识以及消费者对行业关于生态产品的声明的不信任，现有的标签方法是不充分的，这表明需要确保行业透明度。需要新的引人注目的标签、通用的生态术语以及结合物理和其他数字通信的更有效和透明的绿色通信策略。然而，由于当前术语的复杂性、缺乏生态知识以及消费者对行业关于生态产品的声明的不信任，现有的标签方法是不充分的，这表明需要确保行业透明度。需要新的引人注目的标签、通用的生态术语以及结合物理和其他数字通信的更有效和透明的绿色通信策略。然而，由于当前术语的复杂性、缺乏生态知识以及消费者对行业关于生态产品的声明的不信任，现有的标签方法是不充分的，这表明需要确保行业透明度。需要新的引人注目的标签、通用的生态术语以及结合物理和其他数字通信的更有效和透明的绿色通信策略。