Using video as a storytelling medium to influence textile and clothing students’ environmental knowledge and attitudes

Abstract

The shift from seasonal fashion cycles to continuously changing styles has amplified the textile and clothing industry's impact on economies, societies, and the environment over the last two decades. The short life-span of the commodities of contemporary fast-fashion culture contributes to the unsustainable practices in the textile and clothing industry. One way to improve the sustainability of the industry is to educate its future leaders about wasteful practices and their impact on the environment. In this pre-test–post-test experimental study, we investigated ways to increase textile and clothing students’ environmental knowledge of and attitudes towards apparel production and consumption through a media intervention, a short video clip which provided information in a story-like context rather than a more instructional one. Our findings indicated that short video messages as media interventions can increase knowledge of the textile and clothing industry's environmental impact and promote environmental purchase practices and decisions to consume sustainably.

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