Abstract This paper examines consumer intentions towards sustainable fashion in the Spanish fashion industry. It explores consumer knowledge, attitudes, and behavioral response to sustainable fashion. The research was conducted using a mixed-method strategy. The quantitative questionnaire examines consumer attitudes towards sustainable fashion, underpinned by the Theory of Planned Behavior. This was supported by a qualitative enquiry using semi-structured interviews to explore consumer knowledge of and attitudes towards sustainable fashion in Spain. Consumer familiarity with sustainable fashion was found to be high and broad in definition scope. Social aspects of sustainability were predominant tangents. A disjuncture between company’s sustainable communication and consumer perception was apparent as well as attitudes and actual purchase intentions towards sustainable fashion. Opportunities to foster further sustainable fashion business practices and communication were identified. The findings highlight that fashion retailers should clearly communicate the meaning of sustainability and their proactive response to sustainability. The development of effective communication strategies that clearly highlights retailer’s compliance with and efforts to becoming more sustainable is a prerequisite arising from the study. This study contributes to burgeoning research on sustainable fashion within mainstream marketing and management literature. By contextualizing it to the Spanish market, it provides a novel counter-point consumer perspective on attitudes and intentions towards sustainable fashion.

中文翻译：

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消费者对可持续性的了解和意愿：西班牙时尚视角

摘要 本文考察了消费者对西班牙时尚业可持续时尚的意愿。它探讨了消费者对可持续时尚的知识、态度和行为反应。该研究是使用混合方法策略进行的。定量问卷调查了消费者对可持续时尚的态度，以计划行为理论为基础。这得到了使用半结构化访谈的定性调查的支持，以探索消费者对西班牙可持续时尚的知识和态度。消费者对可持续时尚的熟悉程度很高，而且定义范围很广。可持续性的社会方面是主要的切线。公司的可持续传播与消费者认知以及对可持续时尚的态度和实际购买意向之间存在明显的脱节。确定了促进进一步可持续时尚商业实践和交流的机会。调查结果强调，时尚零售商应该清楚地传达可持续性的含义以及他们对可持续性的积极响应。制定有效的沟通策略，明确强调零售商的合规性和努力变得更加可持续是该研究提出的先决条件。这项研究有助于主流营销和管理文献中关于可持续时尚的新兴研究。通过将其融入西班牙市场，