Checklist for start TOPIC:
Face-to-face interview
Semi-structured How Eastern European students and
Introduction and consent Scandinavians Students perceive
Ask the other person to introduce sustainability in the fashion industry?
themselves
o Name, education, home
country
Recording!!!!
Inform about recording, ask if person
is ok with recording
CHECKLIST FOR CLOSURE
Does the person have anything to
add
Make sure that recording is ok
Transcription
Follow-up question
SUB-TOPIC 1
Perceptions of Sustainable Fashion Practices
Sub questions:
1. What comes to your mind when you think about sustainable fashion?
2. What specific practices do you associate with sustainability in the fashion industry?
SUB-TOPIC 3
Cultural and educational Influences on Fashion Sustainability
Opening question:
Sub questions:
3. When/where did you hear about idea of sustainability in the fashion industry for first time?
3.1. If answer school:
In which context and how it was presented to you?
3.2. If social media:
To what extent has social media affected your perception of it?
3.3. Friends
Is fashion sustainability an important topic for your friend group?
Probe: If yes, does your friend group influence your fashion choices?
If not, does the fact that you do not discuss it in your group of friends, affect where
you shop?
4. Do you think your family influenced your sustainability in shopping? If yes, how?
5.1 No: Have you influenced your family?
5. Is there anything that stops you from shopping sustainably in fashion? Probe: If yes, what
is it?
6. What measures are taken in your country to promote fashion sustainability?
7. Do you have access to sustainable clothing stores in your country?
Probe: Can you elaborate on your experience if you have used such a store? If not,
why not?
SUB-TOPIC 2
Purchasing Behavior:
Opening question:
Sub questions:
8. If you had a choice would you rather buy a specific thing new or second hand?
Probe: Can you elaborate on why you would make this choice?
What are the factors influencing your decision making?
[Link] often, if at all, do you shop in fast-fashion?
Probe: Why do you choose to do/do not do it?
8.2. Do you shop at second-hand stores? Probe: If so, how often.
9. When you buy your clothes, do you check where they were made?
Could it change your purchasing decision?
What about organic materials? Do you look for them in the stores? Are you more
likely to get organic/recycled materials?
10. How do you deal with clothes that you do not need or use anymore?
Probe: What is the practice with this in your home country?
There are a lot of second hand stores in Denmark. Do you donate your clothes? If
not, why not?
Additional probing questions:
Is fashion sustainability an important topic for your friend group?
Probe: If yes, does your friend group influence your fashion choices?
If not, does the fact that you do not discuss it in your group of friends, affect where
you shop?
Do you usually buy your clothes in second-hand stores or in fast-fashion stores?
11. Is there any thought behind the way you get rid of clothes?
12. Do you think that your choices matter in the long-run?
Probe: Do you think that you can make a difference?(repetition if needed)
13. How do you think that technological advancements affect fashion sustainability?
14. Did your view of sustainability and habits change since moving to Denmark? (How?)
