MERCH

According to recent life cycle assessment data, the consumer use phase has significant harmful effects on the environment, and there is a critical need to assess consumers’ awareness and current perceptions of their role in the apparel life cycle. In this study, we used the content analysis method and a survey to determine consumers’ awareness of various topics such as laundering and drying practices, microplastics, and sustainable detergent alternatives. After reviewing the data, we concluded that consumers are becoming increasingly aware of how various aspects of the laundering process affect the environment and some have even adopted more sustainable habits, though their reasons are not necessarily because of environmental conservation.