2026, Vol. 11, No. 2. - go to content...

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Nozdracheva T.M., Shcheglova T.M. On the socialization of young people in the field of conscious consumption practices. Journal of Clothing Science. 2026; 11(2). Available at: https://kostumologiya.ru/PDF/16IVKL226.pdf (in Russian).

On the socialization of young people in the field of conscious consumption practices

Nozdracheva Tatiana Mikhailovna
South-West State University, Kursk, Russia
E-mail: noztat@yandex.ru
ORCID: https://orcid.org/0009-0001-6984-846X
RSCI: https://elibrary.ru/author_profile.asp?id=681380

Shcheglova Tatyana Mikhailovna
Starooskolsky College of Technology and Design, Starooskolsk, Russia
E-mail: tatyana.sttd2014@yandex.ru
RSCI: https://elibrary.ru/author_profile.asp?id=947238

Abstract. The article notes that global human problems related to environmental instability and the unsustainability of economic and social systems can only be resolved by implementing the concept of sustainable development proposed by the UN General Assembly. This concept also encompasses sustainable fashion, which aims to promote the long-term use of resources and a socially responsible and environmentally friendly approach to the production and consumption of goods throughout their entire life cycle. This approach has become increasingly popular with the rise of mass production and the depletion of natural resources in the second half of the 20th century. A shift from excessive consumption to conscious consumption is urgently needed. The authors emphasize that one of the most important elements in developing conscious consumption is social trust, which is fostered by the joint efforts of government, business, educational institutions, and society as a whole. To identify the characteristics and trends of consumer behavior among students, who make up a significant portion of the population, and their understanding of the concept of sustainable fashion development, the authors conducted a sociological survey. The survey demonstrated the need for more effective educational efforts and the development of conscious consumption practices in the fashion industry. The work highlights the significant potential of historical techniques that have evolved over time, reflecting social, cultural, and environmental changes. Creative works based on increasing the durability of products, upcycling, personalization elements, folkloric modules, and «emotionally sustainable» design are presented as examples of how students are developing conscious consumer practices.

Keywords: environmental instability; fast fashion; sustainable development; fashion industry; conscious consumption; sociological survey; consumer practices

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