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Consumers face multiple barriers in adopting attitudes and behaviors on the path to sustainable fashion consumption, including the externalization of social and environmental impacts. By consulting with industry stakeholders and providing recommendations to multiple stakeholders, including the EU government, the NICE Consumer project intends to: Inspire the implementation of SCP policies and practices within the fashion industry Encourage and support the production and marketing of more sustainable fashion products and services Support the creation of awareness-raising and behavior change campaigns that encourage and support the purchase, wear and care, and recycling of sustainable fashion products Overcome initial barriers to SCP of fashion and set the stage for continued sustainable behavior Scope This report is a first step and builds on prior research in the field. It is not a comprehensive solution on its own. The authors endeavor to introduce four topic areas: 1. Desired attitudes and behaviors of the "NICE Consumer" 2. Barriers to change 3. Potential solutions to overcome these barriers 4. Roles of stakeholder to implement these solutions Note Note Note Note: There are many unanswered and important questions raised in this report. We have highlighted some of these using the symbol at left to indicate questions which are not within the scope of this report and/or which are important priorities for further discussion and research. ? * The Nordic Initiative Clean and Ethical (NICE) is a Nordic project with the main purpose to raise awareness and guide practices within sustainable business methods in the Nordic fashion industry.

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