This module introduces the social and cultural factors that influence consumers’ behaviour in fashion, including overconsumption and fast-fashion habits. Learners examine cognitive dissonance — when consumers’ actions contradict their willingness to choose sustainable products — and explore how this affects environmental outcomes.

The unit provides strategies to encourage responsible use of clothing, including sustainable care practices and conscious purchasing decisions. Participants learn how consumers can play an active role in reducing the environmental footprint of textiles through more thoughtful behaviours.

Learn more at https://www.w4tex-project.eu/