Sustainable fashion: Insights into Australian millennials’ purchasing decisions

This empirical study investigates the factors influencing Australian millennial consumers’ attitudes, perceptions, and behaviors towards sustainable apparel. The study deploys a qualitative research method exploring millennials traits such as purchasing habits, social and sustainable knowledge, and perception of labels within the Australian context. Semi-structured interviews were conducted with 20 Australian millennial participants. Key factors identified include product likeability, price, sustainable preferences, sustainability knowledge, and trust in the brand. The findings reveal that while millennials prioritize fashion and comfort, a significant sub-group is motivated by ethical concerns and sustainability knowledge. However, the study also highlights the pervasive skepticism towards brand claims, driven by fears of greenwashing, and the critical role of education in fostering sustainable practices. Despite a growing awareness of environmental and social impacts, practical considerations such as price and quality often dominate purchasing decisions. The study underscores the importance of transparency and detailed communication from brands, as well as the need for government initiatives to educate consumers and regulate sustainability claims. These insights are crucial for developing effective marketing strategies and fostering a genuine commitment to sustainability in the fashion industry.