Consumers’ Perceptions on Sustainable Fashion Products: The Case of Millennials in Greece

This study explores Greek millennials’ perceptions and behaviors towards sustainable fashion, focusing on the factors influencing their purchasing decisions and the barriers they face in adopting eco-friendly products. A survey of a convenient sample of 236 Greek millennials was conducted to assess their environmental awareness, purchasing habits, and attitudes towards sustainable fashion. Results indicate that while Greek millennials demonstrate moderate environmental awareness, there remains a significant “attitude-behavior gap,” with many participants expressing interest in sustainability but rarely incorporating it into their fashion choices. Key barriers include the perceived high cost of eco-friendly products, convenience of fast fashion, and limited cultural acceptance of second-hand shopping. Correlation analysis revealed a positive relationship between environmental awareness and ethical purchasing decisions, though other behaviors, such as thrifting, were less influenced by environmental consciousness. The study concludes that brands need to focus on educating consumers about the long-term value of sustainable fashion and reducing its price premium. Future research should explore ways to make sustainable fashion more accessible and investigate the influence of social norms and digital platforms on promoting sustainable consumption.