Boosting Sustainable Consumption Behaviour Through Consumer Education in the Fashion Retail and Service Environment

Due to the growing environmental impact of the fashion industry, the demand for sustainable consumption is currently an urgent issue. The exponential increase of textile waste and the progressive reduction of product lifespan call for a shift to circular models, and in this context, consumer awareness has also become crucial. The retail environment, driven by an increasing shift towards a servitisation of the consumer experience, with its associated product-service systems (PSSs), can provide a compelling opportunity to nurture consumer awareness, thus acting as a proactive mechanism to induce more responsible and sustainable behaviour. Within this framework, retail design is emerging as a key driver for sustainable behavioural changes in fashion consumption. This article, therefore, reflects on how fashion brands are actively orchestrating strategies within retail, defining dedicated PPSs to promote responsible consumption practices involving informative content, empowerment tools and co-creation initiatives that, going beyond awareness, can evolve into advocacy.