SLOW FASHION FOR CHILDREN:

Abstract

The objective of this research is to evaluate to what extent parents want to be sustainable consumers with respect to their children's clothing, and how this buying behaviour can be influenced by their personal beliefs, determining what can influence parents’ behaviour to consume sustainable and ethical brands for their children, and their willingness to pay a premium price for these brands that adhere to the slow fashion movement. It is intended to highlight and deepen the consumption variables of parents on their children's clothing. Two important current issues are analysed: the environment and ethics, linked to the education of the future generation in terms of consumption and their well-being, and the possible dilemma that parents could face when choosing slow fashion brands versus fast fashion brands for thier children. The authors would like to dedicate this chapter to the memory of their late friend, Monali Hota, who was looking forward to working with them on it, but whose illness took her abruptly.

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