The research seems to fit with our understanding of behaviours. If something affordable on offer it's hard to resist. Reducing consumption, being open to preloved and wearing for longer has to be the primary behavioural aim for Gen Z while fast fashion companies are obliged to improve quality and improve sustainability through legislation. Co-founder repairwhatyouwear.com
Agree, this is where proper sustainable fashion education and policies for companies fit in, that shift away from the idea that the burden should rest primarily on shoppers to buy better and buy less.
The research seems to fit with our understanding of behaviours. If something affordable on offer it's hard to resist. Reducing consumption, being open to preloved and wearing for longer has to be the primary behavioural aim for Gen Z while fast fashion companies are obliged to improve quality and improve sustainability through legislation. Co-founder repairwhatyouwear.com
Agree, this is where proper sustainable fashion education and policies for companies fit in, that shift away from the idea that the burden should rest primarily on shoppers to buy better and buy less.