In the Philippines, the fashion industry serves as a pivotal reflection of cultural identity while simultaneously grappling with significant environmental challenges. The rapid production of fast fashion has exacerbated textile waste, further intensified by the nation’s surprisingly high clothing expenditure. This presents a critical irony: despite a notable rise in consumer awareness regarding sustainability issues, unsustainable consumption practices remain widespread, particularly among younger demographics, who represent a substantial segment of the consumer market. This study aims to analyze the awareness and perceptions of Filipino consumers toward sustainable fashion, while also investigating the multifaceted factors that influence their purchasing behaviors. Employing a qualitative research methodology, this investigation encompasses a literature review focused on consumer behavior viewed through the lens of environmental consciousness. The findings reveal that, although awareness of sustainability is a prerequisite for nurturing eco-friendly purchasing behaviors, it does not automatically result in sustainable consumption. Several influential factors significantly shape consumer decision-making processes, including pricing, product accessibility, and the level of trust in sustainability claims made by brands. Moreover, insights from focus group discussions indicate that emotional connections to clothing, cultural significance, and social peer influences play a crucial role in consumer choices, demonstrating the complexity of their purchasing motivations. While viable solutions to mitigate sustainability challenges exist, such as initiatives promoting the benefits of sustainable practices—such as second-hand fashion, upcycling, and the advocacy for indigenous textiles they encounter market limitations and structural barriers that hinder broader acceptance and integration into consumer habits. The implications of these findings underscore the urgent need for strategic initiatives that bridge the gap between awareness and actionable behavior.
Yvonne Rhea Bolcio (2026) studied this question.