EuroEconomica, Vol 35, No 1 (2016)

The Future of Sustainable Fashion Consumption: an Empirical Investigation

Ionica Oncioiu


Small online businesses around the world are facing an immense challenge: to respond to economic opportunities and, at the same time, to address increasing environmental pressures. This research deals with the consumer’s attitude and awareness towards organic clothing and it suggests that the most people are aware of some of the environmental dilemmas in fashion consumption. The data obtained from the survey were analysed using multiple linear regression, Chi-Square, ANOVA and Correlation Analysis to examine possible results that bring about the understanding of consumer knowledge, belief, perceptions and willingness to purchase organic clothes. Moreover, this paper also provides some useful recommendations for promoting organic clothing products and growing the sustainable online market for them.


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