Abstract
Due to the significant environmental impacts of clothing consumption, including greenhouse gas emissions and water usage, “sustainable fashion” behavior is required. This paper estimates the quantity of clothing purchased and the amount of unused clothing through a consumer survey and analyzes the relationship between environmental awareness and fashion consciousness. The results revealed that the total number of purchases for the five main types of clothing (excluding underwear, innerwear, and sleepwear) was 6.4 items per person per year, with 1.5 items per person per year remaining unused. This indicates that approximately 23% of the purchased clothing items are scarcely utilized. It was also found that consumers who are aware of the environmental burden caused by clothing tend to consider the necessity of their purchases more carefully. Additionally, through an information presentation experiment, it was revealed that increasing consumers' knowledge about the environmental impacts of clothing consumption can enhance their awareness towards reducing overconsumption.
