Resumo

This paper explores the ethical concerns revealed in the fashion consumption habits of young consumers.

The paper also aims to offer an overview of concepts like slow fashion versus fast fashion, ethical fashion and sustainable fashion, and a first look on how fashion consumers are adhering to sustainable marketing actions.

Findings suggest that consumers in general and young consumers value price and quality over ethical attributes and that price and accessibility work as a barrier to ethical consumption.

A quantitative study was carried out on a sample of 201 Portuguese consumers, with a diversity of ages.

Results seem to indicate that older consumers with higher income are more prone to engage in ethical consumption concerns. Young consumers are more price sensitive and buy clothes more often.

This can be explained by the need to follow trends and encompass the constant changes in fashion, driving them to fast fashion consumption patterns.

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