Clothing Consumption Behaviours and Perceptions Among Dalhousie Undergraduate Students: A Comparative Study of Environmental Science/Sustainability Program Students and Students in Other Programs

Abstract

Fast fashion has been a topic of large-scale scrutiny for many years. The fast fashion industry is known for its many sustainability and ethical shortcomings, being a significant source of both pre- and post-consumer pollution. Fast fashion threatens not only the environment and natural resources but also has immense and destructive impacts on developing nations which it preys upon for access to low health and safety standards and unreasonably low required wages. University students are one of the target markets for fast fashion as it provides fiscally attainable clothing which is on-trend, making it appealing to post-secondary consumers. This research article reviews the literature surrounding the topic of fast fashion and its environmental and social effects. It addresses the results of previous studies relating to the various factors that influence clothing consumption and disposal behaviours, with a focus on how social identity, needs, and environmental considerations play a part. Our review found a significant knowledge gap associated with the overall role that university populations are responsible for, and whether there are unique factors that inform their purchasing behaviour – such as program of study. To aid in filling this gap, our research aimed to gather data regarding student clothing consumption/disposal, the influence that environmental education has on the behaviours, and how the ideologies of Dalhousie Halifax campuses undergraduate students vary. The study surveyed the undergraduate population of Dalhousie Halifax campuses to dissect the relationship between students’ clothing consumption habits and perceptions based on their academic background. The study shows that there is a notable intention-behaviour gap among students with an environmental education background, with varied ideologies identified between programs (environmental and non-environmental) but little difference in their real consumption practices. The study results provided the insight that our surveyed population had similar consumption patterns between programs but varied significantly when assessing interest in partaking in ‘clothing swaps’ as a way to acquire second-hand clothing, as well as how they rated ‘environmental and ethical implications’ as primary influences in their purchasing behaviour. This knowledge could be used to better identify and address barriers to sustainable clothing consumption among university-aged populations and improve this where possible.