Sustainable fashion consumption in Chile: A social practice theory perspective

Sustainable fashion has gained global importance due to its environmental and social impacts, yet research in Latin America remains limited. This study addresses this gap by examining how Chilean consumers (Generations Y and Z, aged 18–45) integrate sustainability into everyday fashion practices. Drawing on social practice theory, the analysis identifies four interconnected sustainable fashion practices: (1) extending garment lifespans, (2) circular exchange and redistribution, (3) sustainable acquisition and transformation and (4) mindful consumption. These practices emerge from the interaction of materials, competences and meanings in daily life. Findings show that sustainability is locally embedded in values of solidarity, thrift, creativity and resourcefulness, alongside environmental concern and economic pragmatism. Practices such as repair, donation, second-hand consumption and upcycling reflect intergenerational knowledge and informal infrastructures. Compared to Europe and North America, where sustainability is often framed as a lifestyle or ethical choice, the Chilean case highlights how global sustainability discourses are adapted within local moral and socio-economic contexts. The study offers insights into developing culturally grounded strategies to promote sustainable fashion in Latin America.