This thesis aims to investigate the effects of sustainable knowledge on store choice within the fashion sector. More specifically, this research intends to address the following two research objectives: 1) to determine how consumers' attitudes and perceptions towards sustainability inform their store choice and what motivates them to visit certain fashion stores as opposed to others, and 2) to understand the process consumers go through when choosing a store based on their knowledge of sustainability in the fashion industry. A qualitative research approach was used, with data being collected using a two-phase approach. Firstly, protocol analysis was used, and following this, in-depth, semi-structured interviews were conducted with twelve female participants aged between 18 and 25 years old. This was followed by a thematic analysis of the data collected to code and group the data into reoccurring themes.

The study addresses a notable gap in the literature regarding how sustainable knowledge affects consumers (if at all) and the relationship that consumers have with the fashion industry. The findings presented in this research can be used to inform public policy to drive consumers sustainable knowledge, focusing on what the fashion industry does, especially considering if it is unsustainable.

Seven overarching primary themes emerged from the data analysis: attitudes towards sustainability, shopping motivation, familiarity, level of knowledge about the fashion industry, environmental concern, strength characteristics and peer influence. Additionally, it was found that consumers hold substantial knowledge regarding sustainability within the fashion industry. However, sustainability is a relatively unimportant factor when shopping for fashion items. It was found that sustainability consideration is overridden by price, which was considered the most crucial aspect, and quality is closely behind. This research further shows that sustainability beliefs are prevalent among consumers but are not a key aspect that drives behaviour. This thesis contributes to an Attitude-Behaviour gap regarding the fashion sector and sustainability.