Slow Fashion Adoption in Pakistan: Factors for Sustainable Development

This study investigates the factors influencing slow fashion adoption in Pakistan, with a focus on cultural dimensions, economic constraints, and institutional frameworks. Despite growing global interest in sustainable fashion, research in developing economies remains limited, particularly regarding culturally-grounded approaches to sustainability. Using a mixed-methods approach, this research combined surveys (n=190) with in-depth interviews involving consumers, producers, and industry stakeholders. Results reveal that cultural familiarity, especially knowledge of traditional crafts, is the strongest predictor of slow fashion adoption, followed by cultural heritage values and family traditions. Behavioral factors including preferences for quality and durability positively influenced adoption, while trend-following negatively predicted it. Economic constraints, particularly the price premium of sustainable alternatives, presented significant barriers across income levels, though perceived value moderated affordability concerns. Institutionally, fragmented regulatory frameworks, limited SME support, and low consumer trust in certification systems undermined industry-wide sustainability transitions. The study identifies untapped potential in Pakistan's traditional artisan industries, which inherently embody slow fashion principles through natural materials, low-energy techniques, and localized production. However, these traditions face challenges including dwindling artisan populations, market access limitations, and competition from mass-produced imitations. The findings suggest that Pakistan possesses unique advantages for developing culturally authentic sustainable fashion models by revitalizing traditional crafts with contemporary design aesthetics.