Gomanova, S.O., Nikolaeva, M.A. & Ermolaeva, Yu.V. (2026) Youth practices of fashion consumption (based on a survey of students from the D. Mendeleev University of Chemical Technology of Russia). Vestnik Tomskogo gosudarstvennogo universiteta. Filosofiya. Sotsiologiya. Politologiya – Tomsk State University Journal of Philosophy, Sociology and Political Science. 92. pp. 163–176. (In Russian). doi: 10.17223 ...

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Abstract

This article examines fashion consumption practices among students at the D. Mendeleev University of Chemical Technology of Russia. The primary objective of thestudy is to comprehensively analyze the environmental behavior of today’s youth in the context of sustainable development and to explore the potential impact subject level environmental transformation of consumer choice, use, and disposal on all stages of the clothing life cycle: from raw materials to landfills and recycled products. The empirical basis of the study is a quantitative analysis of data from a questionnaire survey of students at the D. Mendeleev University of Chemical Technology of Russia, conducted in 2023. The key findings of the student survey reveal the paradoxical nature of today’s youth consumer behavior. On the one hand, a pronounced rationality of behavior is revealed: when choosing clothing, students focus on comfort and functionality, quality, style, color, and price. On the other hand, they remain committed to fast fashion brands, while environmental aspects, such as eco-labels, play a secondary role in their purchasing decisions. It was found that, despite the prerequisites for responsible purchasing (interest in the secondary market), students lack systematic knowledge and motivation. The main barriers to eco-conscious consumption include high prices, lack of information, and mistrust of brands. During the practical application phase, students can be described as eco-oriented: they prefer durable clothing and care for it properly, but their primary motivation is saving money rather than environmental friendliness. It was found that traditional practices (donating to relatives, storing) predominate in textile waste disposal, while students have a limited understanding of responsible waste disposal methods (recycling, swap parties). The main reasons for low engagement in responsible waste disposal practices are a lack of information and environmental education, inconvenient infrastructure, and low trust in organizations involved in collection and recycling. A conclusion is drawn regarding the need for a systemic approach to fostering an eco-conscious consumer culture. To increase environmental responsibility among young people, educational initiatives, improved infrastructure, and improved trust in brands are necessary. The study contributes to the understanding of barriers to sustainable fashion and suggests directions for further work in this area.