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.

The results of work package 1, aimed at identifying barriers and drivers of sustainable fashion consumption, fed into the development of work package 2, the in-store experiments. Besides identifying external drivers and barriers – the choice setting factors of sustainable fashion consumption (i.e. the potential and actual access, availability and affordability of sustainable choices) – the role of individual barriers and drivers are further explored and enriched through supplementing consumer and staff surveys.