Abstract The fashion industry influences significantly the transition into more sustainable business operations. There are serious environmental, social, and economic implications linked to the creation, use, and disposal of fashion commodities. The fashion sector has become fast-paced and ever-changing by nature, with trends constantly emerging and disappearing. This constant churn leads to a high demand for new clothing, resulting in the depletion of natural resources, increased greenhouse gas emissions, and excessive waste generation. Recognizing the urgency to address these issues, researchers and industry experts have invested in studies that examine consumer attitudes and behaviors toward sustainable fashion. Understanding the perspectives and preferences of young consumers could provide valuable insights into building a more sustainable fashion landscape.

This report investigated the level of awareness, attitudes, and consumption behaviour of young consumers in Kuopio towards sustainable fashion. Furthermore, the study explored the impediments confronted when trying to adopt sustainable choices. To gather empirical data, this study utilized semi-structured interviews to elicit responses from a purposively selected sample of 30 young consumers in Kuopio, deliberately chosen to encompass a diverse spectrum of backgrounds, lifestyles, and fashion preferences. The primary objective of these interviews was to assess the participants’ level of awareness regarding eco-friendly fashion, its perceived significance, and their prevailing consumption behaviours. Through this methodological approach, a thorough examination of the participants’ motivations encountered, challenges, and aspirational considerations within the context of sustainable fashion was undertaken. The findings shed light on the paramount role played by factors such as price and convenience in shaping consumers' purchasing decisions, with a discernible influence observed from local market dynamics.