Research on Adults' Perceptual Attitudes toward Sustainable Clothing Behavioral Practices

This study examined the sustainable clothing behaviors of adult consumers using stage-based theories of behavioral change and proposed strategies for developing educational programs tailored to each group based on the findings. Survey data on perceptual attitudes on sustainable living in the clothing domain and sustainable clothing behavioral practices were collected from 325 adults aged 20 to 49, and statistical analysis was performed using R 4.3.2. The participants were categorized into four groups: Leading Practitioners, Proactive Participants, Potentially Engaged, and Indifferent. Each group exhibited different levels of perceptual attitudes toward sustainable living in the clothing domain, with Leading Practitioners showing the highest and the Indifferent group the lowest. Five levels of sustainable clothing behavioral practices were identified based on the degree to which each of the four consumer groups engaged in these behaviors. Educational suggestions were tailored for each of the four consumer groups based on their levels of behavioral practices, aiming to guide them toward a more sustainable clothing lifestyle through progressive stages.