Buying the clothes we like at cheap prices, especially fast-fashion, is not for free. Someone, somewhere is paying, from unfairly treated workers to everyone on the planet who has to deal with the environmental and economic consequences of this consumption. Concerns about sustainability and responsible consumption of fashion have increasingly led consumers to demand fashion players to act responsibly and consider the impacts of their businesses.
At the same time, the fact that consumers are more aware and informed about sustainability issues, has been changing their consumption habits, namely, in the context of the statement “you can do more”. As a consequence, companies need to be aware of these transformations in order to make appropriate changes in their manufacturing and marketing activities. Under this assumption, citizens find themselves as the core agents of change and are increasingly called upon to reflect, refuse, reduce, reuse, recycle, redistribute and recover.