| Resumo: | This dissertation focuses on seeking communication-based solutions for increasing sustainable fashion consumption, particularly using ecolabels since there are few tools currently available for communicating sustainability in brick-and-mortar stores. To find those solutions, the author followed a mixed methods research based on two stages. The exploratory stage was divided into four interviews with fashion and sustainability experts, followed by a focus group with consumers. The confirmatory stage gathered a larger number of consumer data through a survey performed online, employing clothing label comparisons to understand the efficacy of distinct ecolabeling strategies indirectly. Overall, the results showed tremendous potential for using ecolabels as sustainability communication tools. Nonetheless, these labels only facilitated an increase in sustainable fashion consumption when presented with certain characteristics, namely being certified by an independent third-party and using visual systems, such as the ones similar to the systems applied in the energy efficiency certification created by the European Union for household goods, to inform consumers. Lastly, the investigation found that it is crucial to continue betting on consumer education regarding sustainability.
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