Resumen

Purpose: This study attempts to explore consumer’s attitudes towards sustainability and in particular, in fashion industry. It aims to explore which priority industries are for consumers in sustainability and how fashion industry is positioned. Furthermore, it explores how age can influence on the attitudes and expectations towards sustainability in fashion. Design/methodology: To achieve these objectives, a sample of 297 individuals was collected for survey in Madrid and a correspondence analysis was executed. Findings: Results evidence that fashion industry does not seem to be a priority for customers when they consider sustainability in front of other industries. Variable group of age is a moderator. In addition, customers show different profiles regarding their expectations towards sustainability practices in fashion industry. Research limitations/implications: These results have several implications that can contribute to enhance the achievement of sustainability. On one side, manufacturers make considerable efforts for sustainability without reaching the individuals. On the other side, major efforts for enhancing the disclosure of information about sustainability should be done. Nevertheless, hhe sample size and sampling method do not allow for generalization. Originality/value: However, it opens a debate about the importance of age in sustainability attitudes. It also evidences that there is a lack of information about the concept of fashion sustainability.

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