The environmental footprints of fast fashion: a survey-based study exploring consumer awareness and attitudes

The fashion industry is a major contributor to global economy but imposes a disproportionate environmental burden through its carbon-intensive, linear production model. With growing concerns over pollution, it is essential to examine consumer awareness and behaviour, particularly the factors driving fast fashion consumption and those hindering sustainable alternatives. This study explores consumer perceptions, attitudes, and behaviours, their understanding of the fashion industry’s environmental footprint, and the implications of their fashion choices, while identifying factors that can help close the gap between sustainable and fast fashion. A structured mixed-method survey was conducted with 557 participants from varied demographics using snowball sampling. Likert-scale and categorical responses were analysed using descriptive statistics, logistic regression, and chi-square tests. Qualitative responses were examined through thematic analysis. Findings show that quality and price outweigh sustainability in purchase decisions, with sustainability ranked lowest even among informed consumers. Despite awareness of environmental impacts, frequent shopping persisted, indicating a knowledge–attitude–behaviour gap. Limited public knowledge about sustainable practices was observed. Logistic regression showed that aware consumers were 39.19% less likely to purchase frequently. The study highlights that awareness campaigns, eco-labels, circular business models, and supportive policies can bridge informational and cost barriers, enabling a shift towards sustainable fashion.