Bridging the Attitude-Behaviour Gap in Sustainable Fashion…

Most people would agree that buying too many clothes or supporting fast-fashion chains is not ideal. Surveys consistently show that consumers value environmental and social responsibility. However, when it comes to actual shopping behaviour and consumption, the intention often fails to match the outcome. This mismatch is known as the attitude – behaviour gap.

In other words: why do people say they want to shop better, but still end up buying more than they planned? And more importantly, what can help to close that gap?

What Do We Mean by Attitude and Behaviour?

Attitude refers to what a person thinks or feels about an issue, like knowing that fast fashion is harmful, or believing that workers in the supply chain deserve fair conditions.

Behaviour is the action itself: what people actually buy, how often they shop, and where they shop..

The gap appears when the two do not align. A consumer might fully support the idea of “buying less and better”, but still fill an online basket during a late-evening scroll.

Why Does the Gap Exist?

1. Information overload

Sustainability information is often complex, conflicting, or overwhelming. All the media we consume spreads the message that we need to consume less or waste less. Many consumers do not know where to start, so they default to their familiar, convenient choices.

2. Perceived cost

Higher-quality items often have a higher price. Even if people understand the long-term value, short-term budgets can influence behaviour more than we think.

3. The speed of the trend cycle

Fast changing trends driven by social media and constant newness create a fear of missing out. This encourages impulsive buying that contradicts people’s stated intentions.

4. Cognitive dissonance

This is the uncomfortable feeling you get when you act against your own beliefs. A classic example is people who smoke despite knowing the risks. In fashion, it shows when someone buys a fast-fashion item while believing they “should” shop more consciously. To reduce this uncomfortable feeling, the purchase is often justified: “It was on sale”, “I needed something new”, “It’s only one time”.

5. Practical barriers

Limited time, busy schedules, or simply not knowing where to find better options can cancel your good intentions. Even motivated consumers struggle when the more sustainable choice is not the easiest one.

How to Make More Sustainable Fashion Behaviour Easier

The attitude – behaviour gap does not need to be a permanent obstacle. Small, accessible changes can help you act in line with what you believe.

1. Put your money where your beliefs are

Follow up on your intentions through clear decisions, even small ones. Switching up one purchase from a fast-fashion brand already strengthens new habits. Share this with your friends, so you feel the responsibility to follow through.

2. Choose COSH! member shops

Shopping locally or supporting more conscious brands and stores becomes far simpler when the options are mapped out for you. COSH! offers city maps and online tools that guide you to better choices.

3. Shop less to reset your dopamine triggers

A “no-buy” or “low-buy” challenge helps you break the reward cycle and dopamine hits created by impulse purchases. Over time, the urge to buy something new becomes less attractive. Think about the 4321 Rule by Shakaila Forbes-Bell from The Fashion Psychologist:

4 : Think of yourself in 4 years time. Do you see yourself still using/wanting it?

3 : Can I style/use it in three different ways or for at least 3 different occasions.

2 : Take 2 deep breaths to calm the nervous system. After this, ask yourself if you still want it.

1 : Have 1 good night’s sleep. Everything looks better in the cold light of the day. If you still want it in the morning, it’s a mindful purchase!

4. Use a digital wardrobe to rewear more

An organised wardrobe makes it easier to see what you own, style new outfits, and appreciate clothing for longer. The COSH! Digital Wardrobe app helps you:

track what you have
discover styling ideas
look into your own wardrobe and consumption statistics
find nearby repair services
locate donation or resale points

When barriers are smaller, wearing what you already own becomes much easier.

Digital wardrobe app mock ups challenge blog cosh

Moving from Intention to Action

The attitude – behaviour gap is not meant to feel like hypocrisy. It is a system that makes the “easy” choice the default one. By simplifying decision-making, reducing barriers, and offering practical solutions, acting in line with one’s values and beliefs becomes far more achievable.

At the end of the day, more sustainable fashion is less about perfection and more about consistent, realistic steps.