Fashion psychology & sustainability

Fashion, as one of the largest industries in the world, causes serious social and environmental issues. Sustainable fashion aims to reduce pollution and improve working conditions in the industry. This article suggests ideas for improving advertising and better understanding consumer behaviour in order to promote sustainable fashion. While there is still a lack of academic studies on consumer behaviour and sustainable fashion, there is a need for the fashion industry to become more sustainable. Further work on improving sustainable fashion advertising as well as a better understanding of the target audience is to date necessary.