ABSTRACT
This chapter aims to identify ways in which consumers can be encouraged to behave more sustainably towards the consumption, use and disposal of fashion products. It focuses on exploring consumers' views in relation to the sustainability of clothing maintenance and divestment and, second, to consider the potential impact of these views on the clothing and textiles industry. The chapter discusses issues relating to consumers' use, maintenance and disposal of clothing, concluding by making recommendations for companies, particularly in relation to design, manufacturing and marketing, as a consequence of the research findings. Environmental and social sustainability have become important issues within the fashion market, with increasing public awareness of sustainability and some increase in demand for sustainable clothing from consumers. Instructions on maintaining and disposing of clothes can also be communicated to consumers, for example through labelling on or in garments.
