The present study aims to change consumer awareness and inspire behavioural change. In particular, we aim to reduce discarding of clothes and extend life of garments among young adults. To overcome the attitude-behaviour-gap we employ a social marketing toolbox. The toolbox is implemented within the ‘WebQuest’ on www.future-fashion-alternatives.com (Figure 1). A WebQuest is a specific type of web-based workshop method, where the focus is on problem solving through obtaining information via internet searches (Dodge, 2007). It encourages participants to deal with the topic of (un)sustainable fashion in an active and self-directed manner, while basing on principles of social marketing in order to enable reflection of own consumer behaviour end foster behaviour change.