Our planet is currently facing numerous sustainability challenges. It is crucial to examine the industries that severely impact our capability to sustain life on Earth for future generations so that we can move from challenges to solutions. Grounded in research that highlights the negative environmental and social implications of the global garment industry, this thesis strives to understand Acadia University students’ perceptions about their clothing consumption habits, and the possibilities for behaviour change. This study evaluates the fashion industry’s global impact based on the Sustainable Development Goals created by the United Nations. In addition, by utilizing the principles of Community-Based Social Marketing this research attempts to shift students’ perceptions away from buying brand-new fast fashion pieces towards mending and altering clothing that already exists. The question that drives this thesis is: What influence would a sewing and mending workshop have on Acadia University students’ perceptions towards mending and altering their clothing? Using an action-based research approach, I conduct an initial survey to understand consumers' current clothing consumption habits, then I perform an intervention in the form of a sewing and mending workshop, followed by a post-intervention survey where students reflect on the impact of their intervention experience. I propose the existence of a paradoxical disconnect where students fear the climate crisis and know about the environmental impacts of the fashion industry but do not accept that their own clothing consumption habits play a role when considering this issue at scale. By keeping the concept of sustainability separate from the decision to purchase fast fashion clothing, they can feel like they are acting in accordance with their personal values while making an unsustainable choice. This thesis suggests that a Community-Based Social Marketing approach is an effective tool when working to influence consumers' perceptions about their consumption and purchasing habits for clothing. To meet our Sustainable Development Goals by 2030, mending and sewing workshops that blend information-sharing about sustainability challenges of the garment industry with a hands-on experience that provides a solution, should be implemented in communities and universities globally.
Call Number
LE3 .A278 2024
Date Issued
2024
Supervisor
Degree Name
Bachelor of Business Administration
Degree Level
Honours
Degree Discipline
Affiliation
Abstract
Publisher
Acadia University