The Impact of Fast Fashion on Consumer Behavior and Environmental Sustainability

Abstract

The rise of fast fashion has revolutionized the apparel industry by offering consumers rapidly changing trends at affordable prices. However, this business model has raised significant concerns regarding its impact on consumer behavior and environmental sustainability. This paper examines the dual aspects of fast fashion: its influence on consumer purchasing habits and its environmental repercussions. the allure of fast fashion drives frequent consumption and contributes to the phenomenon of disposable clothing, where garments are worn only a few times before being discarded. It investigates the psychological and social factors behind consumer preferences for fast fashion, including the desire for novelty, the influence of social media, and the role of advertising. On the environmental front, the substantial ecological footprint of fast fashion, encompassing resource depletion, high levels of waste, and pollution from textile production and disposal. It highlights the challenges of mitigating these impacts within the current fashion system and discusses potential strategies for promoting more sustainable practices.