Acceptance of and attitude towards “Slow Fashion”. an explorative study based on an evaluation among different generations in Germany

Abstract

The market for slow and sustainable fashion is growing; especially in Europe it is a very promising topic. Nevertheless, the actual purchase decision for “Slow Fashion” can be influenced by various factors and as a result on the acceptance of and attitude towards “Slow Fashion”. In many cases, a positive attitude towards sustainability is not reflected in the actual purchase. This explorative study tries to shed light on differences in acceptance and attitudes among different generations’ consumers. Findings of a survey in Germany are presented, which confirm the existence of differences in motivations and drivers related to purchase decisions. To increase market shares of “Slow Fashion” it is important to better understand these underlying motives of behaviour.