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Abstract
The fast fashion industry is considered the most polluting industry in the world due to textile overproduction. To address environmental concerns, retailers in the industry have promoted sustainable fashion to consumers in recent years. Young university students' perception of sustainable clothing in the fashion industry influences marketing strategies' development in the industry. The purpose of this study is to examine the correlations between consumer awareness and young consumers' willingness to purchase sustainable clothing. This study utilizes both qualitative and quantitative methodologies, using a sample data of 153 young university students in the city of Quevedo. Findings indicate that consumer awareness of sustainable marketing has a direct effect on consumers' willingness to buy sustainable clothing. However, price sensitivity also has direct effects on consumers' willingness to buy sustainable clothing. Consumers who are more willing to buy sustainable clothing are more likely to pay a higher price for it, and vice versa, although those who are more willing are the minority. This indicates a high price sensitivity, which in turn affects consumers' willingness to buy sustainable clothing.
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