Since the issue of economic sustainability first came to light, the centrality of the consumer has been noted, but it has remained in the background until now because of the growing importance of sustainability in the production chain.

With particular reference to the textile-clothing industry, companies have been experiencing a growing sense of responsibility, often driven more by risk management than by ethical factors, moving towards increasingly sustainable production processes (in terms of natural resources consumed or chemicals used), and a growing attention to workers' rights. Although there is still a long way to go, industries are beginning to recognize and address the problem.

One of the objectives of Centro per lo studio della moda e dei processi culturali (ModaCult), is to explore the theme of conscious consumption through research and action-research.