The relationship between knowledge of fast fashion and practices of sustainable fashion amongst university students

Fast fashion businesses usually target young customers since they have a great desire to adopt current trends. Many people, meanwhile, are oblivious to the consequence they have when they buy cheap, rapidly produced, and poor-quality clothes. Slow fashion or sustainable fashion practices are an alternative where customers may shift their lifestyles or purchases to benefit the environment. Due to a lack of awareness, there are not many university students that have the idea to practice sustainability. This study aim to assessed the relationship between knowledge of fast fashion and practices of sustainability in fashion in aiming for a better understanding of environmental and social issues. A total of 150 university students responded to a self-administered questionnaire through Google Forms. The mean score for knowledge of fast fashion was 31.21, while the mean score for practices of sustainable fashion was 25.27. In addition, this study found that there was no significant association between knowledge of fast fashion and practices of sustainable fashion (r = 0.347, p < 0.001). It can be said that there is a need for improvement in knowledge of fast fashion and practices of sustainable fashion amongst university students.