Dress code: sustainable fashion : Bridging the attitude-behaviour gap

Abstract: This study investigates previous research on four barriers that hinder consumers from buying sustainable fashion; style/design, price, convenience and information/knowledge. Using a mixed methods approach, a survey has been performed on members of the general public in London as well as interviews with two professionals in the fashion industry with knowledge on sustainability in fashion. Looking through the lens of the attitude-behaviour gap the consumers’ attitude and behaviour towards sustainable fashion is analysed in order to find answers on how to bridge the gap. Also, two null hypothesises and alternative hy-pothesises were set in order to see if there were any significant differences between the genders. The results show that style/design and price are not as much of barriers as convenience and information/knowledge. The female respondents demonstrate a more positive attitude towards sustainable fashion consumption in their answers than the males, however the set hypothesises did not show any significant difference between the genders. In order to overcome the barriers, the results show not only to inform consumers and make it more convenient to get sustainable fashion, but there is also a need for a paradigm-shift in people’s view on fashion in order to move towards sustainability in fashion.