The global fashion industry faces a pressing challenge: while consumers increasingly express concern for sustainability, their purchasing behaviors often fail to align with these values. This “attitude-behavior gap” is particularly pronounced in sustainable clothing consumption. Recent research from the University of Bayreuth [49.9°N, 11.6°E] offers actionable insights into how businesses and consumers can bridge this divide through strategic communication and targeted information sharing. Here, we explore four key solutions derived from their findings to foster more sustainable fashion choices.
1. High-Quality, Transparent Information First
The study underscores that vague or superficial sustainability claims are insufficient. Consumers demand credible, detailed information to trust and act on eco-friendly promises. For instance, clear explanations about material sourcing (e.g., organic cotton or recycled polyester), carbon footprint reductions, or fair labor practices significantly boost purchase intentions. Companies should:
- Highlight certifications (e.g., Fair Trade, GOTS) to validate claims.
- Provide quantifiable data, such as water saved per garment or CO2 emissions avoided.
- Use accessible language to avoid overwhelming consumers with technical jargon.
By offering transparent and verifiable details, brands can reduce skepticism and empower consumers to make informed decisions.
2. Leverage Trusted Channels Across Generations
The research reveals stark differences in how age groups seek information:
- Younger consumers (Gen Y/Z) value social media platforms like Instagram and YouTube but still refer primarily to official websites for factual information.
- Older consumers (Gen X/Baby Boomers) prefer traditional channels like newsletters and online forums.
To engage all demographics, brands should adopt a multi-channel approach:
- Maintain robust, user-friendly websites with sustainability hubs.
- Use Instagram Reels or YouTube shorts to showcase eco-friendly processes visually.
- Send monthly newsletters with updates on sustainability milestones.
This strategy ensures information reaches audiences through their preferred mediums, enhancing engagement.
3. Amplify the Role of Third-Party Certifications
Sustainability certifications emerged as a critical heuristic for consumers across all ages. Labels like Blue Angel or OEKO-TEX act as shortcuts, simplifying complex decisions by signaling credibility:
- Display certifications prominently on product pages and packaging.
- Educate consumers about what each label signifies (e.g., “This Fair Trade certification ensures living wages for workers”).
- Collaborate with independent auditors to avoid greenwashing accusations.
Certifications not only build trust but also help consumers feel their purchases contribute meaningfully to environmental and social goals.
4. Tailor Content to Age-Specific Values
The study highlights generational differences in motivations:
- Younger buyers respond to emotional appeals and peer influence (e.g., influencer testimonials about garment durability).
- Older shoppers seek rational, fact-based content (e.g., detailed supply chain transparency).
Brands can bridge this gap by:
- Partnering with eco-conscious influencers to create relatable, aspirational content for Gen Z.
- Publishing whitepapers or blog posts on sustainable practices for older demographics.
- Using interactive tools (e.g., carbon footprint calculators) to engage both groups.
So How can We Close the Loop for a Sustainable Future?
The attitude-behavior gap in sustainable fashion is not insurmountable. By delivering credible information through trusted channels, emphasising certifications, and tailoring strategies to generational preferences, brands can align consumer values with actions. For consumers, the takeaway is clear: seek out brands that prioritise transparency and back claims with evidence. Together, these steps can transform sustainable clothing from a niche choice into the norm, driving meaningful progress for people and the planet.
Source
Can information help bridge the attitude-behavior gap in sustainable clothing consumption? Cleaner and Responsible Consumption, 2025-04-26
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