The modern fashion industry promotes unsustainable consumerism, the trend of which is to buy a large number of clothes at a low price, which are often of inferior quality. As a counterweight to fast fashion and environmental and social problems, the slow and sustainable fashion movement began to develop. They advocate for less consumerism and the production of better-quality clothes and at the same time they want to protect workers' rights. Consumers who choose sustainable consumption are often aware of the consequences of personal consumption and want to make decisions that will help change the environment for the better. In my master's thesis, I was interested in how hedonic, altruistic, biospheric and egoistic values are connected to sustainable clothing consumption, as past research has shown that sustainable consumption is used more often by individuals with expressed altruistic and biospheric values, as care for other people and the environment is important to them. I wanted to see if the same trend would also be shown in a sample of Slovenian residents. I also wanted to investigate what are the trends in sustainable clothing consumption according to demographic variables (gender, age, monthly income, education, number of inhabitants in the place of living). Slovenian residents over the age of 18 (N = 222) were included in the research. Data was collected using an online questionnaire. I found that sustainable clothing consumption positively correlates with altruistic and hedonic values. Egoistic values were found to be a negative predictor of sustainable clothing consumption. Biospheric values and compassion were not correlated with sustainable clothing consumption. There were also no statistically significant correlations of sustainable clothing consumption with various demographic variables.
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