Changing consumers’ lifestyles towards more sustainable choices and behaviours in the fashion domain can be approached by both: removing barriers at the individual and infrastructural level as well as by promoting incentives for more sustainable choices. To identify such internal and external barriers and drivers of sustainable fashion consumption, a mixed method approach of both, quantitative and qualitative consumer research has been applied. 

Internal drivers and barriers to sustainable consumption – focus point of work package 1 of project 7 - are identified by getting a deeper understanding of how actual consumer behaviour evolves during the phases of purchasing, using and disposing. Data on consumers’ competence has been gathered by a questionnaire on consumer behaviour (habits, knowledge, time and financial resources) as well as the understanding of communicated information, i.e. labelling.