Abstract
The study examined knowledge, attitude, and practice (KAP) of sustainable fashion consumption among young adults in Ile-Ife, Osun State. Survey design was adopted for the study. The sample for the study was made up of 250 respondents who were selected using purposive and convenience sampling technique. Data was collected using a structured questionnaire. Findings show that respondents have good knowledge and a positive attitude towards sustainable fashion. They revealed that sustainable fashion supports consumers to wear and maintain their clothing (85.2%) and that second-hand clothes are more sustainable (64.8%). They selected apparel that they could wear over a longer term (X = 4.16) and bought products packaged in recycled materials (X = 3.56). Some young adults choose materials that quickly go out of style, indicating a gap between knowledge and practice. There was a significant relationship between knowledge and practice of sustainable fashion. This study contributes to the growing body of research on sustainable fashion consumption and provides valuable insights for policymakers, businesses, and consumers. The study concludes that there is a need for more public enlightenment programs on sustainable fashion to reinforce young adults’ shift towards eco-friendly practices. It is recommended that fashion associations should align fashion businesses with sustainable goals and products. Consumers should leverage social influence to promote eco-friendly materials.