I consumatori di moda sostenibile hanno i pannelli solari e non fanno sesso

The chapter presents the main results of an exploratory research conducted in Milan and compared the results of a similar survey submitted in Canada and in France. The research was concerned with the perceptions consumers have as well as a definition of sustainable fashion items. The evidence suggests that consumers feel uncomfortable when asked to judge sustainable fashion items, through not being confident about their knowledge and skills in such a complicated field. Furthermore, Italian consumers can be categorized in two classes: 1. people who consider sustainable fashion a product for highly ideologized people (like french consumers) 2. people who consider sustainable fashion a product for smart and cool young, highly educated women (like Canadian consumers).