Sustainability Awareness on Fashion Brands: The Perception of Young Malaysian Consumers

Abstract

Despite uncertainty and changeability, fashion is one of the world's most popular and in-demand industries. However, this industry is also known as one the most significant contributors to pollution or wastage due to the process of making the textile or clothing, for example, the volume of water consumed, pesticides, or chemicals involved. The overconsumption of fashion products and the low awareness level have caused environmental problems. Therefore, actions need to be taken to slow down or curb these issues, such as by practicing sustainability. Recycling, upcycling, and choosing slow fashion or pre-love items will contribute to fashion sustainability. Nevertheless, studies on the awareness of fashion sustainability still need to be included, for instance, among consumers in Malaysia. This study aims to explore the young Malaysian consumers' perception of sustainability awareness of fashion brands. This study uses a qualitative approach by interviewing 20 respondents. The finding reveals that most respondents have mixed reactions towards fashion sustainability regarding knowledge and practice. Moreover, this study demonstrates that the motivation for practicing fashion sustainability must be highlighted to encourage or educate consumers. This study also indicates that the knowledge of sustainability should be emphasised from the beginning of education to grow and maintain awareness. Finally, the current study explores the effectiveness of social media in spreading the fashion sustainability, as it is the leading platform used by the young generation to connect or look for information. In conclusion, the findings are relevant for academia and the fashion industry as a guideline for consumers and businesses to practice sustainability.