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This study examines whether design typicality and the communication of the zero-waste concept as a sustainable practice impact consumers’ aesthetic preferences and purchase intentions for zero-waste apparel.

The study employed a 2 (dress design: typical vs atypical) × 2 (dress length: long vs short) × 2 (zero-waste concept communication: present vs absent) mixed factorial experimental design with an online survey of 137 female consumers, ages 19–34.

Respondents rated typical zero-waste design dresses significantly higher than atypical dresses for aesthetic preferences and purchase intentions. Further, the zero-waste design concept did not affect this typicality-based preference or purchase intention for zero-waste dresses. They also demonstrated greater overall aesthetic preferences for long than short zero-waste dresses. Design typicality moderated this effect such that aesthetic preferences and purchase intentions were greater for long than short-length dresses when the zero-waste dress design was typical. When the design was atypical, purchase intentions were greater for short than long dresses.

Typicality is critical in consumers’ aesthetic preferences and purchase intentions for zero-waste apparel.

The study focused on zero-waste dress typicality as a critical factor in consumers’ preference formation and purchase intentions. Additionally, it investigated dress length preferences within typical and atypical designs.

We are facing a number of concurrent human-induced crises which, it might be claimed, are the result of entangled processes which flow between and through the issues of climate change, environmental degradation, political instability, global health problems and economic inequalities. These crises are now posing existential threats to ecosystems, habitats, lifeforms and humans. One reaction to these crises has been the instigation of the sustainable development goals (SDGs). Their influence can be argued to have met varied levels of impact and success, but in a complex, interconnected world, perhaps, it is too much to expect that they would, by themselves, act as a management tool which would solve all our ills as they focus on the large scale, not the individual. This leaves a gap for a framework which supports individual growth towards supporting sustainability. The inner development goals (IDGs, 2021) framework is a recent innovation, initially suggested by three Swedish organisations with the express intent of fostering capacities and perspectives at the individual level which will encourage populations to engage with the crises we face in more informed, motivated and practical ways. Through an engagement with the literature, this chapter considers the need for the IDGs in education as a process through which the SDGs can be engaged with at an individual level. This debate is both current and important as it suggests a way in which individual agency can be brought to bear on the global crises we all face.