Understanding Fashion Consumption Between Sustainable Intentions and Actual Behaviour

The article explores and discusses how fashion consumers interpret sustainability today, highlighting the gap that often exists between stated intentions and actual purchasing behaviour. Through a participatory workshop, the research reconstructs the attitudes, motivations, and obstacles that influence daily choices regarding fashion products. The activities carried out (based on scenarios, narratives, and visual tools) made it possible to outline a series of archetypes that represent both current practices and aspirations towards more responsible models, focused on transparency, quality, and circularity. The results offer useful insights for small and medium-sized enterprises to better understand new consumer profiles and orient strategies, communication and services towards greater sustainability and inclusion.