Title: Perception of sustainable clothing solutions: analysis of Polish consumers' attitudes

Authors: Oskar Bech; Szymon Korcz; Radosław Bojarczuk

Addresses: University of Gdansk, Armii Krajowej 119, 81-824 Sopot, Gdansk, Poland ' University of Gdansk, Armii Krajowej 119, 81-824 Sopot, Gdansk, Poland ' University of Gdansk, Armii Krajowej 119, 81-824 Sopot, Gdansk, Poland

Abstract: The research aims to gain deeper understanding of Polish consumers who purchase eco-friendly clothing, as well as to explore their opinions and attitudes towards sustainable fashion. The study is based on the descriptive analysis of semi-structured interviews with educated consumers of sustainable clothing, conducted between January and February 2022 in Poland. The study concludes that educated, young Polish consumers of eco-friendly fashion are mostly engaged with the cause of climate change. However, these consumers still lack awareness regarding the harmfulness of textile and garment production. They are mostly motivated by the need for a more ethical fashion consumption, as well as the prospect for a more sustainable future for their children. Additionally, the research reveals their concerns regarding the greenwashing of companies and perception of sustainable fashion as relatively expensive. This article provides insight into both general and green clothing customer practices and industry concerns.

Keywords: sustainable development; environmentalism; consumer attitudes; environmental knowledge; textile industry; greenwashing; garment industry; fashion; eco-friendly; awareness.

DOI: 10.1504/IJSSOC.2025.150908

International Journal of Sustainable Society, 2025 Vol.17 No.4, pp.319 - 333

Accepted: 15 Mar 2024
Published online: 05 Jan 2026 *

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