




































AGORA International Journal of Economical Sciences, http://univagora.ro/jour/index.php/aijes 

ISSN 2067-3310, E-ISSN 2067-7669 

Vol. 18, No. 2 (2024), pp. 100-112 

 

100 

 

THE IMPACT OF SUSTAINABLE FASHION 

ON THE CONSUMER BEHAVIOUR OF PEOPLE UNDER 45 

 

P. GUNDOVÁ, F. SMUTNÝ, V. VOLOVSKÁ 

 

Petra Gundová¹, Filip Smutný², Viktória Volovská³ 

¹ ² ³ Faculty of Economics Matej Bel University, Banská Bystrica, Slovakia 

¹ https://orcid.org/0000-0003-2335-0073, E-mail: petra.gundova@umb.sk  

² https://orcid.org/0000-0001-8353-7644,  E-mail: filip.smutny@umb.sk  

³ E-mail: viktoriavolovska@gmail.com  

 

Abstract: Sustainable fashion is a trend that is bound to become a key pillar of the 

future of industry and society. The current situation of fashion represents a complex and ever-

growing problem with significantly negative impacts on the environment, as well as society. 

The presented paper is focused on a sustainable fashion in Slovakia and its influence on 

consumer behavior. The aim of the paper is to identify consumer attitudes towards fashion 

sustainability based on the results of a questionnaire survey (197 questionnaires are analyzed). 

The subject of the research was a sample of people under 45 years old. Based on the obtained 

results, recommendations were proposed that could help to develop a sustainable trend and 

reduce negative environmental consequences. 

Keywords: customer behavior, fashion industry, people under 45 years old, Slovak 

sustainable fashion, sustainable fashion. 

 

INTRODUCTION  

The fashion industry is a complex system, with the fast fashion phenomenon currently 

dominating. In recent years, alternative approaches such as slow fashion, ethical fashion, and 

sustainable fashion have emerged in response to this trend, grounded in values of sustainability, 

ethics, fair working conditions, and environmental respect. This paper focuses specifically on 

sustainable fashion and its impact on consumer behavior. The aim is to identify the attitudes of 

consumers under 45 toward sustainability in fashion, based on the results of a questionnaire 

survey. The paper is structured into three main sections. The first chapter provides a brief 

theoretical overview of the topic, focusing on key concepts related to sustainable fashion. The 

second chapter outlines the aim of the paper and presents two assumptions to be verified 

through the survey results. The third chapter presents the findings from the questionnaire. 

Finally, the paper concludes with recommendations for promoting sustainable fashion among 

consumers. 

 

1. THEORETICAL BACKGROUND IN FIELDS OF SUSTAINABLE FASHION 

AND CONSUMER BEHAVIOUR 

In the fashion industry, the term "fast fashion" has become increasingly prevalent in 

recent years. Fast fashion refers to the mass production of clothing in short cycles, aimed at 

https://orcid.org/0000-0003-2335-0073
mailto:petra.gundova@umb.sk
https://orcid.org/0000-0001-8353-7644
mailto:filip.smutny@umb.sk
mailto:viktoriavolovska@gmail.com


Petra GUNDOVÁ, Filip SMUTNÝ, Viktória VOLOVSKÁ 

101 

 

delivering the latest designs to the market as quickly and cheaply as possible to meet consumer 

demand for trends. This is often accompanied by increased consumption and waste (Sahimaa 

et al., 2023; Musova & Poliačiková, 2021; Minárová & Gundová, 2021). The fast fashion 

model results in the production of large quantities of low-quality, low-cost clothing. Between 

1994 and 2014, clothing production increased by up to 400% due to a boom in consumerism, 

with around 80 billion items of clothing produced and purchased annually (Ting & Stagner, 

2023). The high demand for cheap, new products leads to overproduction and unsustainable 

practices. This model is characterized by vast quantities of clothing that often end up in 

landfills, are discarded by incineration, or are sold in second-hand shops. Unsold clothing thus 

contributes to waste that pollutes the environment, particularly in low- and middle-income 

countries (Bick, Halsey, & Ekenga, 2018). If the fast fashion trend continues, the climate 

impact of the fashion industry is projected to more than double by 2030. As with many other 

industries, clothing production has become a global endeavor, with manufacturing largely 

outsourced to countries with cheap labor, primarily China and Bangladesh (Smith, 2021). For 

this reason, fast fashion is not only an environmental issue but also a social one, calling for a 

shift toward alternative, more sustainable approaches to fashion.  

The term "slow fashion" was coined as a reaction to fast fashion. It was first introduced 

by Professor Kate Fletcher of the Centre for Sustainable Fashion at the London College of 

Fashion in 2007, in an article for the British environmental magazine The Ecologist (Ertekin 

& Atik, 2015). This approach reflects the interests of both enterprises and consumers. For 

enterprises, slow fashion represents a way to express corporate principles, values, and vision. 

For consumers, it serves as a guide for more informed and responsible purchasing decisions 

(Meyer & Höbermann, 2021). From a supply-side (producer) perspective, slow fashion 

emphasizes the fair and eco-friendly production of timeless, multifunctional, high-quality 

clothing that is tailored to the needs of consumers (Buzzo & Abreu, 2019). It focuses on 

slowing down the production process, based on responsibility and respect for people, the 

environment, and the products themselves. This approach often results in a higher price that 

reflects the true value of the product. From a demand-side (consumer) perspective, slow fashion 

encourages purchasing fewer, higher-quality garments that support environmentally and 

socially responsible production practices (Meyer & Höbermann, 2021). The goal is to slow 

down both production and consumption, with the expectation that products will last for many 

years due to their superior quality. For example, slow fashion brands typically release only two 

collections per year, whereas fast fashion retailers may introduce new collections weekly (Joy 

& Peña, 2017). 

Other alternative approaches that have emerged in response to fast fashion include 

ethical and sustainable fashion. These two terms are often misunderstood as identical concepts, 

but they represent distinct yet complementary ideas. Ethical fashion focuses on garment design, 

production and distribution with the primary goal of reducing negative impacts on people 

(Stanton, 2024; Nizzoli, 2022). It addresses issues such as labor exploitation, environmental 

harm, the use of harmful chemicals, pesticides, and dyes, wasteful resource consumption, and 

animal cruelty related to the use of skin, fur and other animal products (Dhir, 2022). Adopting 

an ethical approach from the early stages of production plays a crucial role in mitigating 

negative social and environmental impacts throughout the design, procurement, production, 



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and distribution phases. Failure to follow ethical practices can lead to consequences such as 

low or irregular wages, forced overtime, child labor, gender discrimination, exploitation, 

unsafe working conditions, inadequate safety measures, and various forms of violence, 

including verbal, sexual, and physical abuse (Arengo, 2019). While ethical fashion primarily 

focuses on social responsibility - particularly protecting the workforce at all stages of 

production - sustainable fashion emphasizes the environmental aspects of production processes 

(Nizzoli, 2022). Environmental sustainability is not only about the production process itself 

but also about considering the product's entire life cycle, including its carbon footprint (Shen, 

Richards, & Liu, 2013). Although working conditions are not the central theme of sustainable 

fashion, the approach still takes into account the environment of workers, but with an emphasis 

on environmental impacts. Manufacturers committed to sustainable fashion aim to reintroduce 

eco-friendly production methods, often by using environmentally conscious materials and 

implementing socially responsible processes (Kaikobad et al., 2015). For a garment to be 

considered sustainable, every element of the supply chain—from raw material sourcing to 

production, packaging, and shipping - must prioritize environmental friendliness (Benett, 

2021). The overarching goal of sustainable fashion is to combat global warming, maintain 

ecological balance, preserve vegetation, protect wildlife, and eliminate natural disasters (Dhir, 

2022). Although sustainable and ethical fashion are not synonymous, they are closely related, 

intertwined, and together form a comprehensive framework for a responsible approach to 

fashion. Clothes should be designed and produced in a way that is respectful and beneficial not 

only to the environment but also to workers and society at all.  

The evolution of the fashion industry significantly impacts consumer purchasing 

decisions and preferences. Consumers are influenced by current trends when purchasing 

clothing, footwear, accessories and other products. Their buying behavior is shaped not only 

by their experiences and values, but also by their perception of their own identity. Consumer 

behavior is a dynamic concept that is defined in various ways today. Consumption is an integral 

part of daily life, and as such, consumer behavior is constantly exposed to multiple stimuli and 

evolves over time. It can be seen as the observable actions of consumers during the process of 

purchasing and consuming goods (Poliačiková, 2017). In this context, consumer behavior is 

the exchange of resources—such as money, time or effort—for products or services of 

perceived value. This broad concept includes all activities involved, not only during the 

purchase itself but also before and after, with the aim of satisfying the consumer's needs 

(Petrovičová, Ďaďo, Kostková, 2006). Exploring consumer behavior is a complex effort, as 

each individual takes a unique approach to purchasing and consumption. However, 

understanding these patterns is crucial for businesses seeking a competitive advantage in the 

marketplace. Enterprises need to grasp the decision-making mechanisms that drive consumers 

to make purchases. It is important to note that not all consumers go through every stage of the 

decision-making process, as this depends on the complexity of their decisions. However, the 

decision-making process generally follows a series of stages when a consumer plans or needs 

to acquire a product or service. These stages are: problem identification, information gathering, 

evaluation of alternatives, purchase decision-making, and post-purchase behavior (Bartošová 

& Musová, 2022). 



Petra GUNDOVÁ, Filip SMUTNÝ, Viktória VOLOVSKÁ 

103 

 

2. THE AIM AND METHODOLOGY OD THE RESEARCH 

The aim of this paper is to identify the attitudes of consumers under 45 towards 

sustainability in fashion, based on the results of a questionnaire survey. We focus on this age 

group because we wanted to explore the consumer behavior related to sustainable products 

across three generations: Generation Y, Generation Z, and Generation Alpha. Consumers under 

the age of 45 represent a significant and dynamic group in the market, influenced by factors 

such as the digital age, social trends and sustainability. To address the main objective, we have 

defined two sub-objectives: 

C1: To identify the most important criterion for consumers when purchasing clothing. 

C2: To compare whether consumers prefer Slovak or foreign fashion stores. 

In line with these objectives, we formulated two research assumptions, which were 

tested through the results of the questionnaire survey: 

Research assumption 1: We assume that respondents prioritize price over sustainability 

when buying clothes. 

Currently, secondary data present contradictory findings regarding the most important 

criterion for consumers during purchase decisions, but many studies suggest that price is the 

dominant factor (Levrini & Santos, 2021; Zhao et al., 2021). For example, a survey by the non-

profit organization Fashion Revolution on fashion consumers' habits in the Visegrad Four 

countries found that Slovak shoppers prioritize lower prices and sales over other factors 

(Gawrjolek et al., 2023). Therefore, we expect that price will be more important than 

environmental sustainability for Slovak consumers as well. 

Research assumption 2: We assume that less than 15% of respondents prefer and 

support local stores and designers over foreign brands. 

It is important to examine consumers' preferences regarding the origin of fashion 

products. Vilčeková (2014, p. 307) notes that while Slovaks tend to view domestic products 

more favorably, they still predominantly buy foreign products. Similarly, a survey by the 

fashion platform GLAMI revealed that only about 13% of respondents actively support local 

brands (HNonline, 2020). Our survey will explore the factors that influence consumers' 

purchasing decisions in this area and identify what might increase the likelihood of buying 

Slovak brands. 

Given the focus of this paper, a questionnaire survey was chosen as the most appropriate 

data collection method, as it allows for rapid data collection and processing from a relatively 

large group of respondents. However, one of the main disadvantages of this method is the 

potential for low response rates due to an uncooperative attitude from some respondents. The 

questionnaire was created using Google Forms and distributed electronically via social media 

between February and March 2024, primarily on Facebook and Instagram. That was realised 

to target respondents under 45, who are more likely to engage with social media and 

technology. The questionnaire contained 35 mostly closed-ended, multiple-choice questions, 

divided into five sections: (1) demographic data, (2) consumer clothing purchasing behavior, 

(3) sustainable fashion, (4) government and legal support for sustainable fashion, and (5) origin 

of clothing. A total of 197 correctly completed questionnaires were collected. As the survey 

was distributed online, it is impossible to determine its exact return rate, as we cannot assess 

how many people actually received the questionnaire. A significant limitation of this survey is 



THE IMPACT OF SUSTAINABLE FASHION ON THE CONSUMER BEHAVIOUR OF 

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104 

 

that we could not ensure the representativeness of the sample, meaning the results cannot be 

generalized to the entire population. This paper presents only the results directly related to the 

main objective and sub-objectives, while the comprehensive findings of the survey are 

available in Volovska (2024). 

 

3. RESULTS OF THE QUESTIONNAIRE SURVEY 

At the beginning of the questionnaire, we focused on collecting identification data from 

the respondents, including basic demographic information and selected economic and social 

data. As is in Table 1 presented, a higher percentage of women (61.9%) participated in the 

survey compared to men (38.1%). In terms of age distribution, more than half of the 

respondents were in the 18 to 30-year-old category, followed by the under-18 category, which 

accounted for 33% of the total respondents. The largest proportion of respondents (42.6%) 

reported having higher education as their highest level of attainment. Regarding employment 

status, 75.2% of the respondents were students, with nearly 20% reporting an employment 

status. In terms of net monthly income, 66.5% of respondents indicated an income of less than 

500 euros. This figure is likely influenced by the high proportion of students in the sample, 

who typically have lower or no income from employment. Only 15.2% of respondents reported 

a monthly income between 501 and 1,000 euros, 11.7 % had an income between 1,001 and 

1,500 euros. Just 6.6% reported earning more than 1,500 euros. 

 

Table 1: Identification of respondents 

Characteristics 

Number of 

respondents Relative expression 

Gender 

Female 122 61.9% 

Male 75 38.1% 

Age 

under 18 65 33.0% 

18-30 years 102 51.8% 

31-45 years 30 15.2% 

Highest education attained 

Elementary 52 26.4% 

Secondary 61 31.0% 

Higher education  84 42.6% 

Economic-social status 

Student 148 75.2% 

Employed 39 19.8 % 

Unemployed 4 2.0 % 

Self-employed/entrepreneur 4 2.0 % 

Other 2 1.0 % 



Petra GUNDOVÁ, Filip SMUTNÝ, Viktória VOLOVSKÁ 

105 

 

Net monthly income 

Less than €500 131 66.5% 

Between €501 and €1000 30 15.2% 

From €1001 to €1500 23 11.7% 

More than 1500 € 13 6.6 % 

Source: Own elaboration based on the results of the questionnaire survey. 

 

In the second section of the questionnaire, we focused on consumer behavior related to 

clothing purchases in general, not just sustainable fashion. First, we aimed to determine how 

frequently respondents buy clothes, shoes, or accessories. The majority of respondents (39.6%) 

made fashion-related purchases on a monthly basis. 11.7% of respondents shopped more 

frequently, on a weekly basis, while 22.3% said they only buy clothing, shoes or accessories 

when necessary. The most common reasons for making purchases were to replace worn or 

outdated clothing (36.5%), to adapt to weather and seasonal changes (24.3%) and to shop for 

pleasure (19.8%). Regarding sustainable fashion, we were also interested in whether 

respondents try to minimize the amount of clothing they buy. The majority (52.8%) said they 

try to buy less, but are not always successful in doing so. 38.6% of respondents reported that 

they only shop when necessary and 8.6% admitted that they do not limit their clothing 

purchases. 

An interesting discrepancy emerged in the responses to the questions about how often 

consumers buy clothes, shoes, and accessories. While 22.3% of respondents said they only buy 

when necessary, a higher percentage (39.2%) reported that they try to minimize their clothing 

purchases. These differences may be due to various factors, such as differing interpretations of 

the questions. For example, the question on the frequency of clothing purchases may have been 

interpreted by consumers as relating to immediate, short-term needs, while the question about 

minimizing purchases may have reflected their broader intentions or ideals. This could explain 

the higher percentage of respondents who expressed an intention to buy less, even though their 

actual buying behavior did not fully align with this goal. This discrepancy may have influenced 

the overall results of the survey. 

Financial constraints were the most significant factor cited by survey participants as a 

motivator for buying fewer clothes, with 63.45% of respondents selecting this option. Other 

notable reasons for purchasing less included environmental concerns (9.13%), space 

limitations (4.6%), building a capsule wardrobe (4.6%) and ethical considerations (3.3%). In 

addition to the net monthly income data collected at the start of the survey, we also examined 

how much consumers spend on clothing each month. The majority of respondents (75.2%) 

reported spending less than €100 per month on clothing, while 19.5% spent between €101 and 

€200. One respondent, however, reported spending more than €400 a month on clothing. We 

also explored the most important criteria and barriers to clothing purchases. As shown in Figure 

1, the top five factors when buying clothes were quality (81%), price (79%), comfort (46.7%), 

brand (33.3 %), and fashion trends (12. 9%). Respondents were much less concerned with 

factors such as environmental sustainability (5.2%), ethical production (2.4%), or brand 

transparency (1.9%). These results highlight a concerning trend: people prioritize affordability, 

current fashion trends and brand over environmental and ethical considerations. 



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Figure 1: The most important criteria when buying clothes 

 
Source: Own elaboration based on the results of the questionnaire survey. 

 

Similar results were found by Musová, Musa, and Ludhová (2018) in their research on 

environmentally responsible purchasing in Slovakia. Their data indicated that, despite negative 

environmental developments, environmental factors were not highly prioritized by Slovak 

consumers. In addition, a survey by Fashion Revolution revealed that 69% of consumers 

preferred shopping during sales or when prices were lower (Gawrjolek et al., 2023). Despite 

quality being the most important criterion for respondents in our study, we accept the first 

assumption, which suggests that consumers prioritize price over sustainability when buying 

clothes. 

In the following question, we asked respondents about their biggest concerns when 

buying clothes. The most common concern, cited by 63.1% of respondents, was price. This 

was followed by quality (54.9%), inaccurate and/or limited sizing (43.2%), discrepancies 

between advertising and reality (31.9%), and return issues (11.9%). As we anticipated, price 

was a key consideration for consumers. When asked about its influence on purchasing 

decisions, the vast majority of respondents (62.9%) indicated that while price is important, it 

is not the particular deciding factor. For 31% of respondents, price was the decisive factor and 

only 6.1% stated that price was not important to them, instead making their decision based on 

other criteria. Therefore, we can conclude that for the majority of consumers, price plays a 

significant role in the final purchasing decision. 

In the third section of the questionnaire, we focused on sustainable fashion, where 

consumers expressed a variety of views and attitudes. Almost a quarter of respondents are 

actively engaged in promoting and purchasing sustainable fashion, while more than half are 

aware of sustainable fashion but do not yet buy it. On a positive note, data from the World 

Wildlife Fund (WWF) shows that online searches for sustainable products increased by 71% 

79%

81%

33,30%

46,70%

5,20%

1,90%

8,10%

11,40%

12,90%

1,40%

2,40%

1,40%

1%

Price

Quality

Brand

Convenience

Environmental sustainability

Brand transparency

Timelessness

Durability

Fashion trend

Origin

Fair working conditions

Support for local shops

Others



Petra GUNDOVÁ, Filip SMUTNÝ, Viktória VOLOVSKÁ 

107 

 

between 2016 and 2020. This survey, conducted in 54 countries, covered 80% of the global 

population (Hirsheimer, 2021). Similarly, an analysis by Pawaskar et al. (2018) of consumer 

behavior toward environmental responsibility found that people are willing to participate in 

environmental initiatives, provided the necessary platforms are available. However, our survey 

also revealed that a significant number of respondents were unfamiliar with sustainable fashion 

or expressed skepticism due to a lack of awareness. To better understand their attitudes, we 

presented respondents with seven statements, asking them to rate their level of agreement on a 

Likert scale (1 = strongly disagree to 5 = strongly agree).  

The results are summarized in Table 2. 

 

Table 2: Percentage of agreement with the statements 

Statement 

Agreement rate expressed as a percentage 

Strongly 

disagree (1) 

Partially 

disagree (2) 

Neither 

agree nor 

disagree (3) 

Rather 

agree (4) 

Strongly 

agree (5) 

I prefer buying 

sustainable fashion over 

fast fashion. 

12.3 % 27.2 % 32.4 % 17.1 % 11.0 % 

I am well informed 

about the environmental 

impact of the fashion 

industry. 

9.5 % 24.9 % 18.1 % 31.8 % 15.7 % 

I know about the origins 

of my clothes and the 

way they were made. 

21.0 % 35.7 % 18.1 % 17.1 % 8.1 % 

I know shops that sell 

sustainable clothing. 
20.0 % 24.6 % 21.6 % 20.5 % 13.3 % 

I consider sustainable 

clothing readily 

available nowadays. 

12.1 % 28.9 % 28.6 % 21.0 % 9.5 % 

Consumers have the 

opportunity to influence 

the sustainability of the 

fashion industry. 

8.1 % 17.1 % 24.5 % 28.4 % 21.9 % 

Raising awareness of 

sustainable practices in 

fashion is also important 

for the future. 

9.5 % 11.4 % 13.8 % 25.7 % 39.5 % 

Source: Own elaboration based on the results of the questionnaire survey. 

 

The first statement investigated whether consumers preferred buying sustainable 

fashion over fast fashion. The responses were generally inclined to disagree, with an average 

score of 2.9. Most respondents (32.4%) selected "neither agree nor disagree". When combining 

the options for total and partial disagreement, 39.5% of respondents expressed a preference for 

fast fashion over sustainable fashion, indicating that sustainable fashion was not their primary 



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choice. In the second statement, we examined whether consumers considered themselves 

sufficiently informed about the environmental impacts of the fashion industry. The mean score 

was 3.2, slightly indicating agreement. When combining "somewhat agree" and "strongly 

agree", 47.5% of respondents felt adequately informed. Conversely, 34.4% disagreed or 

strongly disagreed, indicating a gap in knowledge, and suggesting that there is a continued need 

to raise awareness on this issue. 

Consumer views on the need for greater awareness of sustainable practices in the 

fashion industry are further explored in the seventh statement. The next statement in Table 2 

examined respondents' knowledge of the origin and production methods of their clothing. The 

majority of respondents indicated they did not have this information, reflected in the mean 

score of 2.6. When combining "strongly disagree" and "disagree", 56.7% of respondents 

reported they were unaware of the origin or production process of their clothes. Similarly, the 

next question asked whether respondents knew of shops that sell sustainable clothing, and it 

his case, disagreement was more common as well, with an average score of 2.8. For the fifth 

statement, which asked if respondents considered sustainable clothing to be readily available, 

the mean score was again 2.9, slightly leaning toward disagreement. Only about one-third of 

respondents considered sustainable clothing to be easily accessible, marking "somewhat agree" 

or "strongly agree". 

Respondents were also asked whether they believe consumers can influence 

sustainability in the fashion industry. In this case, they were generally more inclined to agree 

with the statement, as reflected by a mean score of 3.4. Additionally, with an average score of 

3.7, respondents expressed agreement with the statement regarding the importance of raising 

awareness about sustainable practices in the fashion industry. Over 65.2% of respondents (after 

combining the "agree" and "strongly agree" responses) emphasized the importance of 

education on sustainability, indicating significant support for initiatives aimed at raising 

awareness of sustainable practices in fashion and clothing. Our findings align with the 2018 

survey by Pawaskar et al., which highlighted consumers' willingness to engage in sustainable 

initiatives. More than half of the respondents (50.3%) stated they would be willing to pay a 

premium for sustainable clothing, driven by environmental concerns, ethical considerations, 

positive experiences or recommendations from friends and family. However, 33.8% of 

respondents indicated that their willingness to pay extra would depend on the specific product, 

while 11% would not be willing to pay more, regardless of the sustainability features or 

benefits. Regarding the types of sustainable clothing most frequently purchased, respondents 

reported buying t-shirts and tops (29%), trousers (27.1%), sweaters and sweatshirts (26.7%), 

shoes (24.3%), and jackets and coats (21%). Sleepwear, by contrast, was the least purchased 

category. 

Respondents who purchase sustainable fashion were asked to identify the main 

motivators for their choice. More than half cited high quality and longevity as the primary 

reasons. For these consumers, the benefits go beyond reducing waste, sustainable fashion also 

saves money, as high-quality items do not need to be replaced as often. Other common 

motivators included the use of environmentally friendly materials and production methods, 

brand transparency, support for local shops, ethical production and fair working conditions. In 



Petra GUNDOVÁ, Filip SMUTNÝ, Viktória VOLOVSKÁ 

109 

 

contrast, respondents who do not buy sustainable fashion were asked to explain the barriers 

preventing them from doing so. Price emerged as the main concern for 59% of these 

respondents. This finding aligns with responses from the second part of the questionnaire, 

where financial constraints were identified as a primary factor influencing the decision to buy 

fewer clothes. Additional significant barriers included lower availability (43.6%), lack of 

product information (23%), preference for other brands (21.2%), and limited sizes (19.4%).  

The data also show the fact that more than half of the respondents did not place much 

importance on the origin of their clothing. Reflecting diverse consumer preferences, 34.8% of 

respondents preferred foreign brands, while only 14.9% preferred Slovak or local brands. Thus, 

we accept the second hypothesis that less than 15% of respondents actively support local stores 

and designers over foreign brands. To gain a deeper understanding of clothing purchase habits, 

we asked respondents what proportion of their wardrobe consists of clothing from Slovak 

brands. More than half of the respondents (over 50 %) reported that Slovak brands made up 

less than half of their wardrobe, while 22.9% declare no clothing from domestic brands. Only 

11.4% of respondents confirmed that more than half - or all - of their wardrobe consisted of 

Slovak brands. When choosing between domestic and foreign brands, respondents were 

influenced by a variety of factors. Price (66.2%), quality (57.6%), design and style (39%), and 

product variety (27.1%) were the most significant considerations. Respondents also noted that 

lower prices, higher quality, a greater variety of products, as well as guarantees such as money-

back options, could increase their likelihood of purchasing from domestic brands. 

The results of the questionnaire survey indicate that price is a significant factor for 

consumers under the age of 45. However, it is worth noting that while many respondents cited 

high prices as a reason for avoiding sustainable fashion, they were also shopping regularly - 

often spending a relatively large amount of money each month. This raises an interesting point: 

cheap fast fashion, while initially more affordable, can end up costing consumers more in the 

long run due to the need for more frequent replacements. Additionally, a lack of awareness or 

concerns about greenwashing may contribute to reluctance in choosing sustainable options. 

 

CONCLUSIONS 

The aim of this paper was to explore the attitudes of Slovak consumers under the age 

of 45 toward sustainable fashion. The results of the questionnaire survey confirmed two key 

assumptions: first, that respondents prioritize price over sustainability when buying clothes, 

and second, that less than 15% prefer and support local shops and designers over foreign 

brands. Based on these findings, we offer recommendations to help foster the development of 

sustainable fashion. The survey revealed that while consumers frequently shop often preferring 

fast fashion products, they also expressed a willingness to pay more for sustainable clothing. 

Addressing the issue of frequent, environmentally unsustainable, and costly clothing purchases 

may be central to shifting consumer attitudes. In the long run, investing in sustainable fashion 

could be a cost-saving strategy, given the superior quality and durability of these products.  

Currently, consumers are often characterized by a consumerist lifestyle, and their 

behavior in the fashion sector reflects this fact. A societal norm has emerged where quantity 

often outweighs quality. Sustainability, however, brings attention to the negative 

environmental and social impacts of this mindset. Consumers can help drive the development 



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of sustainable fashion by reducing consumption, resisting short-lived trends, and curating 

capsule wardrobes that are versatile and long-lasting. An interesting alternative for consumers 

is the use of clothing rental services. According to a survey by the Fashion Revolution 

association, only about 24% of Slovak consumers use rental services for special occasion 

clothing and just 6% for everyday wear (Gawrjolek et al., 2023). Additionally, 45% of 

respondents felt that companies should offer take-back services for recycling or reusing unworn 

clothing (Gawrjolek et al., 2023). 

In the context of advancing sustainability in fashion, consumers should prioritize 

buying from companies that are transparent about their practices. Non-transparent entities often 

provide incomplete or even misleading information regarding their production processes, 

supply chains, and working conditions. In contrast, transparent companies offer open 

communication and make such information publicly available. Promoting transparency enables 

consumers to make informed choices and encourages businesses to adopt more responsible 

practices. Third-party certifications can further help consumers verify the accuracy of the 

information provided. Additionally, purchasing from local companies benefits the environment 

by reducing the negative impacts of transportation and emissions. 

Each of us is making a reality we are living in. By making everyday decisions everyone 

should think about the fact, that once we all will take a look back in our lives and see the time, 

that will never come back. That is why is so significant think and act responsibly, change the 

value orientation and know the fact, everything can be done in a different way and everyone 

can make a right thing. 

A limitation of this survey is its non-representative sample, which means that the results 

cannot be generalized to all Slovak consumers under the age of 45. However, this limitation 

opens up opportunities for future research, where more in-depth statistical analyses can be 

conducted. A future study could involve a representative survey of consumers aged 16-75 

across the four Central European countries of the Visegrad Group, drawing inspiration from 

the research by Gawrjolek et al. (2023) on consumers' sustainability in purchasing clothing, 

footwear and accessories. 

 

ACKNOWLEDGEMENT 

This paper was supported by the VEGA project 1/0479/23 Research on Circular Consumer 

Behaviour in the Context of the STP Marketing Model. 

 

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