Communicating sustainability to children through fashion retail third places

Purpose This paper investigates the potential of retail third places to educate children about sustainability and explores how these spaces can enhance sustainability awareness and positively influence children’s attitudes. Design/methodology/approach Research was undertaken through secondary sources and a qualitative research design using focus groups. Thematic coding analysis was conducted. Findings Children aged 10 to 16 demonstrate a strong awareness of sustainability and express positive attitudes and intentions toward it. However, these intentions rarely translate into sustainable behaviours. While participants showed limited understanding of third places, they responded positively to the concept of educational third places. This paper proposes a theoretical model: Children’s Sustainability Awareness Stages Enhanced by Educational Third Places. Originality/value This paper addresses gaps in the literature on young consumers’ attitudes and intentions toward fashion sustainability and third places. It offers preliminary empirical insights into the ideal forms, functions, and features of third places that childrens’ wear retailers can implement to promote sustainability education within their retail environments.