A Review of South African Consumer Awareness of Fast-Fashion and Sustainable Practices in the Textile and Clothing Industry

Abstract

The global textile and clothing industry is one of the main contributors to socio-environmental harm through fast-fashion practices. Sustainable fashion practices by the textile and clothing industry and consumers can reduce socio-environmental harm. Over the past 12 years, academic research has steadily increased on South African consumers’ knowledge regarding fast fashion and sustainability in the textile and clothing industry. The objective of this paper is twofold: first, to synthesize South African consumers’ awareness of the socio-environmental impacts of fast-fashion practices, and second, to synthesize their awareness of sustainable fashion practices. This research employed narrative and systematic review methodologies to identify and analyze relevant data. Understanding consumers’ knowledge regarding fast and sustainable fashion can guide policymakers and stakeholders in the textile and clothing industry in developing targeted interventions to foster sustainable practices among consumers, thereby promoting sustainable consumption and production patterns. This review paper found partial awareness and misconception among consumers of the socio-environmental harm caused by fast-fashion practices. Furthermore, although consumers know of various sustainable fashion practices, their awareness level is limited. This study recommends that future research use diverse representative participants to capture a broader range of perspectives and provide a more comprehensive understanding of consumer knowledge. The study further recommends research that focuses on consumer misconceptions about fast-fashion and sustainable fashion practices among consumers. Collaboration between the government, the textile and clothing industry, higher education, and marketing agencies to create continuous interactive knowledge dissemination to consumers through various platforms is essential.

https://doi.org/10.26803/MyRes.2024.16