Education As One of Key Factors Affecting Environmental Consumer Behaviour in Sustainable Fashion
Education As One of Key Factors Affecting Environmental Consumer Behaviour in Sustainable Fashion

Summary/Abstract: Sustainable fashion is gradually becoming the modern environmental consumer trend with regard to a high consumption and exploitation rate existing in the fashion industry. Changes to consumer preferences in sustainable fashion have mainly been caused by combination of various situational or individual factors. Taking into consideration the results of previous research and studies, the theoretical part of our paper will focus on the factors we managed to define and which are likely to affect environmental consumer behaviour in the field of sustainable fashion goods. One of key factors is education as a way to proper perception and comprehension of acquired information by means of marketing communication and paying the way for proper understanding of the higher price of sustainable fashion goods. Thanks to our own research and analysis of secondary reserach, the paper presents important outputs in the field of education and buying intentions or the relation between the education and changes to environmental buying preferences.

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