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Abstract This paper examines consumer intentions towards sustainable fashion in the Spanish fashion industry. It explores consumer knowledge, attitudes, and behavioral response to sustainable fashion. The research was conducted using a mixed-method strategy. The quantitative questionnaire examines consumer attitudes towards sustainable fashion, underpinned by the Theory of Planned Behavior. This was supported by a qualitative enquiry using semi-structured interviews to explore consumer knowledge of and attitudes towards sustainable fashion in Spain. Consumer familiarity with sustainable fashion was found to be high and broad in definition scope. Social aspects of sustainability were predominant tangents. A disjuncture between company’s sustainable communication and consumer perception was apparent as well as attitudes and actual purchase intentions towards sustainable fashion. Opportunities to foster further sustainable fashion business practices and communication were identified. The findings highlight that fashion retailers should clearly communicate the meaning of sustainability and their proactive response to sustainability. The development of effective communication strategies that clearly highlights retailer’s compliance with and efforts to becoming more sustainable is a prerequisite arising from the study. This study contributes to burgeoning research on sustainable fashion within mainstream marketing and management literature. By contextualizing it to the Spanish market, it provides a novel counter-point consumer perspective on attitudes and intentions towards sustainable fashion.
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