ABSTRACT
This paper has two main objectives: first, to provide empirical evidence about the extent to which consumers are informed and willing to develop practices that help pave the way to sustainability in fashion; second, to clarify the type of methods and practices that can be implemented, with a view to fostering public perception about several types of behaviour they can undertake, or possible practices they can develop to achieve increasingly sustainable practices when consuming fashion products, thereby contributing to societal and cultural changes in terms of measures that will ensure greater care for the future.
