Clicking Responsibly: A Mixed-Methods Study of Sustainable Fashion Consumption in the Philippines

Abstract

The rapid growth of online fashion retail in the Philippines has expanded access to clothing but intensified environmental and ethical concerns. This mixed-methods study examines how Filipino online shoppers understand and practice sustainable fashion, and how e-commerce platform design shapes their choices. A structured survey of 300 adult consumers and 10 semi-structured interviews were analyzed using an integrated framework drawing on the Theory of Planned Behavior, Value–Belief–Norm theory, and Circular Economy concepts. Results show high awareness of “sustainable” or “ethical” fashion and generally positive attitudes: most respondents agree that brands should be environmentally responsible and report feeling personal responsibility to reduce clothing waste. However, only about one-third had intentionally chosen a sustainable brand in the past six months, and respondents estimated that sustainable items comprised roughly one-fifth of their clothing purchases, highlighting an intention–behavior gap. Qualitative themes—“convenience vs. conscience,” “price and practicality,” “skepticism and trust,” and “social influence”—explain how cost constraints, addictive platform convenience, and distrust of “green” claims inhibit sustainable choices. The paper argues that consumer awareness is necessary but insufficient; platform governance, credible green claims regulation, and circular business models (resale, repair, take-back) are needed to make sustainable options visible, trustworthy, and affordable in Philippine e-commerce.