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 with the results of a similar survey submitted in Canada and in France. The issue was the perceptions consumers have as well as sustainable fashion items are concerned. the evidences suggest that consumers feel uncomfortable when asked to judge the sustinable fashion items, being not self 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 stuff for back watching and highly ideologized people (like french consumers) 2. people who consider sustainable fashion stuff for smart and cool young women highly educated (like northern american consumers)