The effect of youth's awareness for sustainable fashion on clothing buying behaviors

This study was planned as a correlational descriptive research in accordance with the "relational screening design". The sample of this study, in which all university students constitute the universe, consists of 505 volunteer students selected by random sampling method, studying at Ankara Hacı Bayram Veli University and Van Yüzüncü Yıl Universities. A measurement tool prepared by the researcher was used to collect the research data. In the first part of the measurement tool, which consists of three parts, there are questions about the demographic characteristics of the students, and in the second part there are likert-type questions that aim to determine their awareness of sustainability. The data collected at the end of the study were analyzed with the SPSS-25packageprogram. According to the results of the sub-problems about how the young people's clothing purchasing behaviors are; It has been determined that young people buy clothes when they need and have options suitable for their budget, and they often prefer shopping malls, online sales sites and street stores. According to the results of the sub-problem of examining the attitudes of young people towards sustainable fashion; It has been observed that young people, who are seen not to buy second-hand clothes, have a negative attitude towards risking the lives of future generations for their own needs, that sustainability is not an approach that responds to the latest fashion trends, and that they think that brands should develop policies on reusing waste products. According to the results of the sub-problem of the effect of young people's awareness of sustainable fashion on their clothing purchasing behavior; It has been determined that they give importance to recycling of clothing waste, the rate of purchasing clothes obtained from recycling is low, they do not prefer to buy second-hand clothing, and the rate of worrying about the use of resources when purchasing clothes is low. It has been determined that young people prefer environmentally friendly clothes at a low rate, and their search for places that give importance to sustainability as places to buy clothes is less. Finally, when the demographic data is examined; It has been determined that individuals with higher ages attach great importance to sustainability, those with a doctorate level of education attach great importance to sustainability, the views of single and married individuals on sustainability are close to each other according to marital status, and the importance given to sustainability by working individuals is high.