Eleanor Toppin: A Comparative Study: Exploring Student Consumer Perspectives on the Transition from Non-Ethical to Ethical Fashion Purchases

Eleanor Toppin, BA Geography, joins us to discuss her research project 'A Comparative Study: Exploring Student Consumer Perspectives on the Transition from Non-Ethical to Ethical Fashion Purchases'.Despite many students having an ethical mindset, they often fail to translate their intentions and attitudes into ethical purchases. This study aims to understand whether sustainability- based education can bridge these behavioural gaps in ethical fashion consumption. It examines students’ desire to shift towards ethical consumption, the challenges they encounter during this transition, and potential strategies to facilitate this change. To assess knowledge’s role, a total of 10 qualitative interviews were conducted and analysed. The interviewees were reached through stratified sampling. The average age of the participants was 20 years ranging from 20-21. Five participants were female and five were male. The results show that completing the USOM2043 Global Sustainability Challenges module enhanced students’ commitment to ethical fashion consumption by deepening sustainability- based knowledge and equipping them with the skills to assess ethical claims. Completers faced post-intentional barriers, while non-completers struggled with foundational uncertainties. Solutions differed, emphasizing the need for both awareness-building and systemic changes to support ethical consumption. Future research should use in-person or hybrid formats to encourage more reflective discussions on ethical consumption. Practical implications emphasise bridging knowledge gaps and raising awareness of consumer impacts.Episode guest: Eleanor Toppin, BA GeographyEpisode host: Prof Simon KempEpisode producer and editor: Libby Kale