Sustainable Fashion Consumer Behavior – a Qualitative Research on the Romanian Market

This qualitative research explored sustainable fashion behavior among consumers in the Romanian market. The importance of clothing sustainability lies in addressing environmental, social, and economic challenges associated with the fast fashion industry. Through in-depth interviews with 15 respondents interested in sustainable clothing, the research explored their awareness of recycling/reusing clothes, motivations behind sustainable behavior, perceived barriers, knowledge of recycling business models, and potential strategies to promote sustainability. The findings revealed that most respondents were familiar with the concept of recycling clothes and engaged in practices like donating unwanted garments. Environmental protection emerged as a primary motivation, though economic factors like minimizing waste and social influences also played a role. Key barriers included emotional attachment to clothing, lack of convenient recycling options, and societal stigma around wearing second-hand items. Social norms and peer influences were identified as significant determinants of sustainable behavior. Rewards like discounts, knowing the destination of donated clothes, and receiving recycled material products were seen as potential incentives to increase recycling frequency. However, respondents demonstrated limited knowledge of existing business models that recycle garments. The study highlighted the need for sustained education campaigns to raise awareness about the environmental impact of clothing waste and the importance of recycling. Fostering innovative business models that facilitate collaborative consumption and efficient recycling processes could also drive sustainable fashion practices. Greater availability and accessibility of sustainable clothing options at various price points were recommended to encourage wider adoption. Overall, the qualitative insights provide a comprehensive understanding of the factors influencing sustainable clothing behavior in Romania and offer strategies to overcome barriers and promote responsible consumption patterns in the fashion industry.