Perceived Environmental Implications of Clothing Maintenance Among Consumers in Gauteng Province, South Africa

In 2018, global fashion produced 2.1 billion tonnes of greenhouse emissions. According to life-cycle assessments (LCA), the use phase in clothing life cycles is the most harmful to the environment. During the use phase, clothing maintenance is associated with high water and energy consumption and is the most polluting stage in the clothing life cycle. In addressing the environmental impact of the clothing and textile industry, the design and manufacturing phases overshadow the clothing maintenance/care phase. As part of their social responsibility, clothing companies do not concern themselves with how sold garments are utilised after purchase. A disconnect emerges between seller and buyer immediately after a garment is bought and leaves the retail environment. As a result, the clothing consumer assumes full responsibility for managing the environmental impacts that characterise the use phase. Yet, most consumers need to be equipped with the knowledge to empower them to understand the ecological implications. This study aims to establish the level of sustainability awareness among young consumers in a major South African university of technology concerning clothing maintenance and to establish whether environmental knowledge translates into sustainable practice. The study applied a quantitative research approach, using semi-structured questionnaires, to gather information related to the ecological impact of washing, drying, and ironing clothing, as well as washing detergents and fabric softeners. The findings show that most participants were aware of 'eco-fashion' as a general term related to environmental welfare but were unaware of how the activities involved in the care of clothing may affect the environment. Some participants demonstrated poor knowledge, and many did not relate clothing-care equipment and products such as detergents and fabric softeners to adverse environmental impacts. Few participants consulted fabric and care label instructions during laundering and ironing to avoid ecological damage. Most participants also did not understand the health and environmental dangers caused by dry cleaning processes. The research concludes that there is a generally low level of sustainability awareness among young consumers of clothing and a low rate of translation of sustainability literacy into sustainable action in the care and maintenance of clothing. The paper recommends that clothing manufacturers and retailers provide consumers with sustainable post-purchase information as part of their environmental responsibility.