What makes people stick with sustainable fashion?

New research shows that already having experience with buying sustainable fashion makes people more likely to stick with it — offering useful tips for brands and policymakers.

While many people care about sustainability, they often don’t turn that concern into action. A new study from the Copernicus Institute of Sustainable Development at Utrecht University reveals that real-life experience is crucial in helping consumers move from wanting to buy sustainable fashion to actually doing it.

Why people don't always follow through on good intentions

The research, led by PhD candidate Annuska Toebast-Wensink and published in Frontiers in Sustainability, examines why the intention to buy sustainable fashion doesn’t always lead to action and what makes the difference for those who do follow through. The answer, it turns out, often lies in experience.

By reviewing 100 scientific studies, the paper identifies key factors that influence sustainable fashion choices and compares how these factors work for people who are new to sustainable fashion versus those with more experience.

What makes experienced shoppers different

The study found several important differences between first-time and regular sustainable shoppers:

  • Caring about the environment matters for both groups.
  • Social influence like what friends or society expect matters more to beginners.
  • Habits — like regularly choosing sustainable options — are stronger among experienced shoppers.
  • Experience itself can be a game-changer, helping people overcome doubts and become more motivated.

The study also highlights how a positive first experience with sustainable fashion can encourage repeat behavior. It emphasizes the role of goal framing, or shaping messages around values like environmental protection or ethical labour, to help inspire that first step. “Experience acts as a catalyst,” says Toebast-Wensink. “It not only deepens commitment but also redefines the decision-making process, making sustainable fashion feel more natural and rewarding.”

Encouraging more sustainable fashion choices

The findings offer helpful guidance for encouraging more sustainable fashion choices across different parts of society. For brands and marketers, the focus should be on making the first sustainable purchase easy, attractive, and personally meaningful. Messaging that connects with consumers’ values, whether that’s caring for the environment, supporting ethical labour practices, or seeking better quality, can help spark interest and action. Retailers can support this by making sustainable options more visible and accessible, while policymakers have a role to play in creating supportive conditions, such as incentives or regulations that encourage responsible consumption. “Together, these efforts can help build the kind of positive first experiences that lead to lasting change,” says Toebast-Wensink.

Publication

Toebast-Wensink, A., Van Den Broek, K. L., Timmerman, T., & Hekkert, M. P. (2025). Experience matters: a systematic review and research agenda on predictors to buy sustainable fashionFrontiers in Sustainability6, 1556835.