Sustainability as an influence on fashion purchase decisions according to sociodemographic variables
Keywords:
Moda sostenible; Sostenibilidad; Fast fashion; Sociodemografía; Comportamiento del consumidor;Abstract
The fashion industry is experiencing growing tension between its environmental impact and the fast-fashion model, a situation intensified by the entry of Chinese platforms such as Shein, Temu, and Miravia, as well as European sustainability standards. In this context, understanding how the perception of sustainability influences purchasing decisions is crucial. Objective: To describe and compare perceptions, attitudes, and behaviors regarding sustainable fashion based on age, gender, and income; to analyze the relationship between these factors and the propensity to adopt responsible purchasing practices and incorporate brands with a sustainable positioning; and to identify consumer profiles based on sustainability orientation and sociodemographic traits. Methodology: An online survey (CAWI) was conducted using a panel of 154 consumers, representative in terms of gender and age (18–55 years), utilizing a structured questionnaire to measure perceptions, attitudes, purchasing behaviors, brand awareness, and sociodemographic variables. Results: Findings reveal a polarization; although 52% of respondents define themselves as sustainability-conscious, 56% have not altered their purchasing habits. Income emerges as a key factor: consumers earning ≤€2,500 report a higher level of sustainability awareness and influence (48%) compared to those with higher incomes (35%), although the adoption of specific sustainable brands remains low (<10%). Conclusion: Sustainability has a real yet limited and segmented impact on fashion purchasing in Spain—modulated by income levels and pre-existing orientations toward responsible criteria—while barriers such as price, convenience, and habit persist. Contribution: The study’s value lies in identifying consumer profiles that can guide differentiated strategies to foster effective behavioral changes.
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