Too fast to be green? A qualitative study of young consumers behavioral patterns and attitudes towards sustainability in the fast fashion industry

Abstract

Purpose - The objective of this paper is to provide a thorough analysis, with young consumers attitudes, emotions, characteristics and knowledge regarding sustainability in the fast fashion industry, and to present a clear gathered conclusion of all these components. Theory and Methodology - This thesis reviews literature on sustainability and fast fashion. It identifies the biggest gaps in current theory. Our intention is to explore the consumption behavior of individuals, and outline their general beliefs by utilizing in-depth interviews. Findings - The paper concludes that though consumers are in an important era of fashion and sustainability, young consumers are in general oblivious or ignorant to issues surrounding them. We conclude that many of the respondents have the case of “willful ignorance” and are in addition pro-green biased. Implications - Consumers need time to adapt to this new “sustainable” way of thinking, and even though they state they want more information, the truth is that some will not be willing to change their spending and shopping patterns just yet. Originality - The thesis sheds light on a prominent issue in the media, and takes a deep dive into topics that have no or little relevant theory Keywords: Fast fashion, sustainability, willful ignorance