A Preliminary Study of Fashion Design Students' Attitudes Towards Sustainable Practice and Transformable Fashion Design
List of Authors
Rosita Mohd Tajuddin, Shaliza Mohd Shariff, Wanzhen Ou
Keyword
Sustainable Fashion, Attitudes, Fashion Design Students
Abstract
The environmental pollution caused by the fashion industry is a growing concern. Fashion design students significantly impact the sustainable fashion market in China. Previous studies have found a gap between the attitudes and behaviours of fashion designers; most of them recognise the importance of sustainable fashion, but only a small proportion acts on it. To explore the mechanisms that shape the behaviour of undergraduate fashion design students in Guangdong Province, the Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB) were introduced into sustainable fashion design behaviour. This study used quantitative research methods to obtain data. To predict the results, hypothesis statements were created to highlight the gaps between the variables based on previous sustainable practice and transformative fashion design literature reviews and theoretical studies. A questionnaire was also designed, which consisted of two parts: the first part was the respondent's personal data, and the second part was the drivers influencing the students' intentions towards sustainable and transformable fashion design, using a five-point Likert scale from “strongly disagree” to “strongly agree” with 1-5 indicating the level of satisfaction. A small pre-survey was also conducted to determine the reliability and validity of the questionnaire, which was administered online to 100 Guangdong undergraduate fashion design students. The reliability and validity of the questionnaire and basic descriptive statistical analysis of the pre-survey data were also analysed using SPSS software. The results showed that the questionnaire was designed with good reliability and validity, and that Guangdong fashion design undergraduates have positive attitudes and behavioural intentions towards sustainable fashion practices.