The Role of Fashion Brands' SDG 12 Messages in the Perception of Young Consumers: A Qualitative Research

Abstract

Fast fashion has revolutionized the fashion industry with low-cost and fast-produced garments; however, this fast pace threatens environmental sustainability and triggers the climate crisis. As in other sectors, the fashion industry is expected to pioneer sustainable production and consumption practices in line with the sustainability goals. Communication plays a key role in sustainable consumption practices, and the United Nations (UN) recommends that brands develop communication campaigns that will raise awareness about sustainable consumption and create a sustainable fashion movement. In this regard, the present study examines the reflections of communication activities of fashion brands regarding sustainable production and consumption (SDG 12) on the sustainability and brand perception of young consumers aged 1825 living in Istanbul. In-depth interviews were conducted with 12 participants affiliated with various universities in Istanbul using a jungmental snowball sampling method. The data were analyzed through narrative analysis based on the Situational Theory of Problem Solving (STOPS). The study results revealed that most young consumers have a high level of knowledge and interest in sustainable consumption (SC). It was determined that although they were aware of the sustainability messages of fast fashion brands (FBBs), they held varying opinions in their purchasing decisions.