The effectiveness of an awareness program in assessment of university students' attitudes to leave fast fashion and promote sustainability

The technological developments of fashion caused revolution in the methods of production, distribution and marketing, which allowed manufacturers to produce clothes at an increasing speed and at low cost, which led to the emergence of fast fashion, which is the most polluting industry in the world and leaves a large carbon footprint and produces huge amounts of industrial waste, Because the laws of the fashion industry currently provide limited protection for the intellectual property of luxury brands, the role of social responsibility came in awareness the broad category of society in pursuit of fashion, who is university youth, an awareness program was designed to evaluate fashion trends for Taif University students “research sample” and highlighting the dark side of fast fashion and the need to redirect their behavior to slow fashion that pursues more sustainable practices, And this was done through a pre-questionnaire, then the program was presented on the Maharat platform at Taif University, and then a post-questionnaire was conducted, and
The results of the questionnaire were statistically analyzed to measure the effectiveness of the program in evaluating their attitudes, modifying their behaviors to stay away from fast fashion, which proved positive results in favor of the post-questionnaire. The research recommends supporting companies that adopt sustainable slow fashion practices because it has a major role in improving the behavior of companies that follow fast fashion to create a sustainable future in the fashion industry that harmonizes between economic development and environmental preservation to achieve Vision 2030