Publication Date
Fall 2024
Abstract
The fashion industry is one of the world's most polluting sectors, contributing approximately 10% of global carbon emissions and 20% of global wastewater. Despite growing awareness of fashion's environmental impact, sustainable practices face significant adoption challenges in Australia, where the majority of clothing is imported and fast fashion remains dominant. This study aimed to identify and analyze the key barriers preventing both producers and consumers from fully engaging in sustainable fashion practices in Australia, with a particular focus on New South Wales and the Gold Coast regions. The study employed a mixed-methods approach combining qualitative and quantitative data collection. Eight in-depth interviews were conducted with Australian-based fashion label owners and industry experts. Additionally, 92 surveys were administered to consumers across various retail locations and online platforms, with 51 completed in person and 41 through Facebook community groups. Analysis revealed three primary barriers to sustainable fashion adoption: financial, educational, and logistical challenges. While these challenges are daunting, interviews reveal positive solutions and suggestions to keep sustainability at the core of the situation. While 83% of consumers expressed interest in sustainable fashion, only 33% considered environmental impact in purchasing decisions. Price (76%), style (74%), and quality (68%) emerged as dominant purchasing factors. Significant demographic variations were identified, with younger consumers (18-24) shopping more frequently but showing higher price sensitivity. A notable gender gap in sustainable fashion awareness was found between men (45%) and women (75%). Producer insights suggest successful strategies including year-round basics production, strategic cost allocation, and direct manufacturer relationships. The study recommends implementing age-specific marketing approaches, standardized sustainability certification systems, and enhanced consumer education about garment longevity. Future research should explore the gender awareness gap and evaluate the long-term effectiveness of sustainable fashion initiatives across different Australian regions.
Disciplines
Business | Social and Behavioral Sciences
Recommended Citation
Polk, Britain, "Overcoming Barriers to Sustainable Fashion in Australia: Insights from Clothing Producers and Consumers" (2024). Australia: Sustainability and Environmental Action. 5.
https://digitalcollections.sit.edu/asm2/5