Fast fashion organizations complete the design, production, and sale of fashion products at a rapid speed. Brands can launch new styles in about two weeks, which results in a lot of waste. The current fast fashion operating model is not in line with the Sustainable Development Goals (SDGs) set by the United Nations. However, will fashion consumers in Hong Kong and Macau pay attention to whether fashion products meet the SDGs?
The objective of this survey was to explore the consumption habits and purchase intentions of Hong Kong and Macau customers regarding sustainable fashion products. The survey results were compared with Yale University’s Global Survey on Sustainability and the SDGs (Frank & Cort, 2020) to compare Hong Kong and Macau consumers’ awareness of sustainable fashion and SDGs with the global respondents. The findings were also compared with the CMA, GS1, PolyU SDG Awareness Survey (Lo et al., 2020), conducted by the Hong Kong Polytechnic University to distinguish the differences in SDGs between customers and manufacturers.
Meanwhile, this survey also serves to create a baseline for similar surveys in Hong Kong and Macau in the future, laying a foundation for future research regarding the changes in Hong Kong and Macau fashion consumers’ attitudes toward SDGs. In addition, the survey discussed the changes in customers’ fashion consumption factors after COVID-19 and gave recommendations for players in the fashion supply chain and other stakeholders (e.g., governments and NGOs) in the post-pandemic era. The results will be made available to the general public and relevant decision-makers to raise awareness of sustainable fashion.
Project sponsored by UNIQLO, operated by School of Fashion and Textiles, The Hong Kong Polytechnic University
