Unlike slow fashion that takes workers, consumers and environmental welfare into consideration, fast fashion is criticized for neglecting these. This study investigates attitudes and adoption intention of the slow fashion concept among young adults in South Africa, a highly socio-economically unequal emerging market. An extended information adoption model will be adapted and tested through a self-administered survey of 300 respondents. The results will provide marketing professionals, environmental and consumer interest groups and policy makers with valuable insight into barriers and motivators of slow fashion idea adoption among young adults who are a large, influential and profitable consumer segment.

ABSTRACT
 Introduction
 Statement of Problem and Objectives
 Literature ReviewThe Concept of Slow Fashion
 Theoretical Grounding
 Research Methodology
 Significance and Contributions
 Conclusion
 REFERENCE LIST

• Marike Venter de Villiers(University of the Witwatersrand, South Africa)
• Helen Duh(University of the Witwatersrand, South Africa)