Beyond fast fashion:consumer behavior, microfibre pollution, and sustainable fashion choices in the UK

Abstract

Microfibre pollution from the fashion industry is a significant environmental issue, with low consumer awareness and action. This study examined UK consumers’ knowledge of microfibre pollution and factors influencing their intention to adopt sustainable fashion practices. It used the Theory of Planned Behaviour (TPB) extended with mitigation strategies, age, and income. A survey of 350 participants, analysed with multinomial logistic regression and path analysis, revealed perceived behavioural control (PBC) as the strongest predictor of intention (β = 0.67), followed by subjective norms (SN) (β = 0.54) and attitudes (ATT) (β = 0.28). Mitigation strategies, such as public awareness campaigns and eco-labelling, significantly enhanced these predictors, directly (β = 0.45) and indirectly (β = 0.21). Age and income moderated these effects, with older and higher-income individuals showing stronger intentions. The findings highlight the need for targeted interventions to empower consumers and inform strategies for reducing microfibre pollution