Sustainable consumption with slow fashion

Fast fashion’s reliance on overproduction and low pricing has driven environmental degradation and overlooked workers' rights. In contrast, the slow fashion movement advocates for durable, ethical wardrobes, requiring a shift in social norms. Grounded in the Sustainable Development Goals (SDGs)—particularly SDG 12 on Responsible Consumption and Production—this research explores how advertising can encourage consumers to transition from fast fashion to slow fashion. Using Ajzen’s Theory of Planned Behaviour (1991), a conceptual framework is developed, proposing six hypotheses on consumer beliefs and intentions. An online survey of 210 Italian youths, analysed via descriptive statistics and regression, reveals that while a widespread shift is uncertain, targeted advertising can enhance motivation. Findings highlight the need to focus on medium-sized cities, engage boys and men, and emphasize environmental and social justice benefits. Brands should prioritize transparency and inclusivity, while governments could support sustainable consumption through tax incentives and improved store accessibility.