THE IMPACT OF SUSTAINABLE FASHION ON THE CONSUMER BEHAVIOUR OF PEOPLE UNDER 45

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.