Sustainability and Water Waste in the Fashion Industry; Abstract This research evaluates consumer awareness of water use and its role in the denim industry. The specific goal is to find out how much consumers know about sustainability, water waste, and the manufacturing process of denim. Upon conducting external research through online articles, videos, lectures and feedbacks from various sources, an online survey was conducted. The survey was designed to collect data about consumer purchasing patterns and whether consumers would alter their purchasing patterns if they knew more about sustainability and unethical practices within the fashion industry. The analyses of the collected data suggested that the majority of the consumers are millennials who show an increased concern for sustainability and already possess some degree of knowledge on sustainable practices as well as water waste in the fashion industry. Though the ultimate priority for the consumer is cost, sustainability came close to the top. Most consumers responded positively when asked whether learning more about sustainable practices and the impact of waste would change their purchasing patterns. Overall , we believe that there is a solid awareness within the younger generation toward sustainability and the wasteful practices within the fashion industry.
The denim industry has become very dependent on water for producing its products. The goal for our research is to create more of an awareness of water use in the denim industry. We used a combination of literature review, content analysis and a survey to gain a more in-depth understanding on where consumers currently stand with water use and waste in the denim industry. Within the results we found that respondents showed a strong indication of knowledge over sustainable practices in the fashion industry and a desire to prioritize it in their daily consumer behavior. After collecting all of this data we compared and contrasted to devise a better strategy to bring awareness to water usage and waste in the denim industry.