The fashion industry is the second largest environmental polluter globally. Fashion companies and fashion consumers thus hold a great responsibility and the opportunity to have significant positive impacts on the environment and communities. However, the purchasing of green fashion has not yet been taken up to a great extent. Surprisingly, consumers often do not follow up on their promise of buying more sustainably. Although the demand for sustainable fashion is certainly growing, there are still various obstacles existing in consumer perceptions, behaviour and awareness.

Different to organic food, the benefits of ethical and environmentally-friendly produced clothes often don’t seem to directly affect consumers (different to e.g. health benefits).