Sustainability of the Fashion Industry: How does the youth feel?

Abstract

The 21st century is characterized by an ever-growing concern over environmental problems, which is present through all human life and activities. This results in “louder” and stronger demands from environmentally aware consumers for environmentally friendly and “green ” products. Therefore, it is no wonder that the fashion industry had to abide to these demands, answering them with new concepts of sustainable or so-called “slow fashion ”, which as its result lowers the negative impact of fashion on the environment. Other than concepts of sustainable fashion, in this paper we showed the results of a research based on the case study of sustainability of the international fashion company H&M, and the youth's opinion and attitudes on the company's sustainability practices and the sustainability of the fashion industry as well. An analysis of the results was carried out using the SPSS 22 software package.