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The fast fashion linear business model and its widespread consumption practices have instigated numerous environmental consequences, prompting extensive research into sustainable consumer behavior. This article conducts a thorough and quantitative analysis of the contemporary research landscape of the fashion industry and its ecological impact. Spanning from 2012 to 2023, our review explores 119 articles sourced from journals at the intersection of clean production and the fashion industry. The analysis reveals two central research focal points and identifies 77 keywords embedded in the knowledge base. Three overarching knowledge domains emerge from this exploration. We construct a cohesive narrative by synthesizing critical knowledge junctures, the knowledge base, and identified domains, resulting in a knowledge structure comprising five key concepts. Moreover, keywords are thoughtfully organized under their respective knowledge domains. As a synthesis of these insights, this article presents a robust knowledge roadmap, serving as a compass for a nuanced understanding of the current state of sustainability within the dynamic realm of the fashion industry. [ABSTRACT FROM AUTHOR]

This study investigates the interplay between Corporate Social Responsibility (CSR) engagement and pricing strategies in shaping consumer purchase intentions in the fast fashion industry. Using a scenario-based experimental design with 267 participants, this research explores how different levels of CSR and two distinct price points influence purchasing behavior. Additionally, the moderating effects of individual differences, such as consumer wealth, motivations for sustainable behavior, and income, are examined. The findings indicate that higher levels of CSR engagement significantly enhance purchase intentions, particularly when combined with higher price points, perhaps due to consumer perceptions of CSR programs associated with more expensive brands as more authentic. However, price remains a critical factor for lower-income consumers, revealing an "ethical consumption gap" where affordability outweighs ethical concerns. Extrinsic motivations, such as social pressure, strongly influence wealthier consumers' decisions, while intrinsic motivations show a more complex relationship with purchasing behavior. The findings provide practical insights for fast fashion brands, suggesting that aligning CSR with competitive pricing and authentic messaging is crucial for appealing to both price-sensitive and ethically conscious consumers. [ABSTRACT FROM AUTHOR]

The clothing industry has experienced global and sustained growth in the last decades due, among other factors, to the decentralisation of production in this sector and its consequent lowering of prices, but also to the effect of the unceasing demand that fashion generates. Simultaneously, the number of people employed in the textile sector has been growing in economically developing countries under precarious labour conditions. The objective of this study is to analyse the level of knowledge and awareness of the Spanish population about the working conditions in clothing manufacturing at production sites. To achieve this, we applied statistical analysis to data collected from a sample (n = 3000) of Spanish fashion consumers. The main results show a society with a high degree of concern for labour conditions in the textile sector, as well as for the environmental repercussions triggered by this type of production. Considering the differences based on socio-demographic variables, we find that women, older consumers, and respondents with higher education show a greater degree of concern about the working conditions in the clothing industry. Along the same lines, respondents who are ideologically left wing present a higher degree of concern than respondents from the extreme right. [ABSTRACT FROM AUTHOR]

The fashion and textile industry significantly contributes to environmental degradation through unsustainable manufacturing and waste disposal practices, particularly in South Africa's retail sector. This study examines the retail merchandise cycles of two prominent clothing retailers based in Cape Town, South Africa to identify stages that generate substantial fashion and textile waste and proposes a model to enhance sustainability within the industry. Adopting a qualitative, interpretive research paradigm, data were collected through purposive sampling and in-depth interviews with key personnel, primarily buyers, within the selected companies. The research involved mapping and analyzing each retail cycle phase to identify excessive waste generation points. The findings revealed that retailers produce considerable amounts of waste (pre- and post-consumer) due to fast fashion practices and insufficient recycling systems. While both companies acknowledged the importance of sustainability, there was a notable lack of concrete policies and limited visibility into supplier processes concerning environmental impact. The study identified specific departments and operations within the retail cycles responsible for significant waste production, highlighting the need for systemic changes. Based on these insights, an improved retail cycle model was developed emphasizing waste reduction through sustainable sourcing, enhanced recycling initiatives, and stricter supplier compliance measures. The proposed model aims to minimize environmental harm by integrating sustainability into all aspects of the retail process.

This contribution addresses the sustainable clothing buying behaviour of Generations X and Y. The aim of the paper is to analyse the main features of sustainable clothing buying behaviour within Generations X and Y and to suggest some marketing activities for fashion companies. The theoretical background contains information from professional literature, scientific journals indexed in WOS and Scopus, and websites regarding the main trends in CSR, sustainable development, and sustainable buying behaviour, with a focus on the fashion industry. The analysis comprises multiple stages: the creation of a questionnaire through Google Forms, the selection of respondents from generations X and Y in the territory of the Slovak Republic, the analysis of respondents' answers through descriptive statistics, and the evaluation of research hypotheses via inductive statistics. Among the general research methods, historical-logical methods, analysis, synthesis, and comparison were used, whereas specialised research methods included methods of descriptive statistics and methods of inductive statistics implemented in the SPSS program. The questionnaire consisted of 11 questions based on previous research on the study topics and was completed by 139 respondents. The identification questions sought information from the participants about their identification as Generation X or Y, their gender, and their income. The next step was a comparison of shopping places, types of clothing, buying factors, and frequency and awareness of sustainable trends. The last 3 questions were framed according to previous research and were evaluated via descriptive statistics methods as well as inductive statistics. Research hypotheses are focused on relationships between the use of sustainable trends and belonging to a specific generation, the degree of influence of sustainable trends on buying behaviour and belonging to a specific generation, and the degree of rationality when purchasing clothes and belonging to a specific generation. On the basis of these tests, only the second hypothesis (influence of sustainable trends) was further analysed. Research results indicate that fashion brands can utilise slow fashion for different types of marketing communication to effectively target Generations X and Y, with a particular focus on influencer marketing on social networks. The limitations include various definitions of generations (birth years), possible cognitive distortions and the subjective answers of respondents. The fashion industry is an essential component of the creative industry and creative economy. Research could be extended by comparing sustainable clothing buying behaviour between inhabitants from the region with the above-average value of the regional NUTS3 creative index (Bratislava region) and inhabitants from other NUTS3 regions. Research could also be extended by comparing the effects of irrationality on generations in the context of behavioural economics. The end of the contribution expresses the benefits of this research for economics, the environment, and society.

Abstract Since the late twentieth century, the global fashion industry has been increasingly embracing the business model known as fast fashion. Characterised by rapid production cycles, fleeting trends, low-cost garments and large-scale production, fast fashion seems to meet consumer demand for affordable and trendy clothing. However, its environmental impact as a major polluter poses significant challenges to sustainability and circularity initiatives. This article presents the results of a systematic literature review, exploring the unsustainable consequences of fast fashion, focusing on both demand and supply side, from a geographical perspective. Using a Global North–Global South framework, it explores differences in socio-economic structures, consumption and production patterns, access to resources and environmental impacts. The analysis suggests that a fair and equitable transition towards a sustainable and circular fashion industry will require the links between business, society and nature to be reconsidered, to avoid perpetuating the inequalities associated with the global linear capitalist economy. The findings highlight the importance of both markets and institutions in sustainable growth. In the Global North, the most frequently discussed topics relate to investment and research and development with respect to new technologies or system innovations often with the support of well-structured political guidance. Conversely, in the Global sustainable initiatives tend to be scattered, country-specific and intricately tied to particular socio-economic and cultural contexts.

The rise of "fast fashion" has driven up the production of low-cost, short-lived clothing, significantly increasing global textile fiber production and, consequently, exacerbating environmental pollution. This study investigated the ecotoxicological effects of different types of anthropogenic microfibers—cotton, polyester, and mixed fibers (50% cotton: 50% polyester)—on marine organisms, specifically sea urchin embryos. All tested fibers exhibited toxicity, with cotton fibers causing notable effects on embryonic development even at environmentally relevant concentrations. The research also simulated a scenario where microfibers were immersed in seawater for 30 days to assess changes in toxicity over time. The results showed that the toxicity of microfibers increased with both concentration and exposure duration, with polyester being the most toxic among the fibers tested. Although synthetic fibers have been the primary focus of previous research, this study highlights that natural fibers like cotton, which are often overlooked, can also be toxic due to the presence of harmful additives. These natural fibers, despite decomposing faster than synthetic ones, can persist in aquatic environments for extended periods. The findings underline the critical need for further research on both natural and synthetic microfibers to understand their environmental impact and potential threats to marine ecosystems and sea urchin populations. [ABSTRACT FROM AUTHOR]

The textile industry, fueled by the "fast fashion" phenomenon, contributes significantly to environmental, social, and economic degradation through the rapid turnover of styles, leading to substantial waste as consumers frequently discard garments. This cycle of consumption and production is linked to the social demand added to purchase income, demonstrating the urgent need for sustainable interventions. The main objective of this study is to carry out a systematic review of the literature to identify and critically evaluate circular economy strategies implemented in the textile industry. This study conducted a systematic review of circular economy strategies in the textile industry using the PRISMA methodology. Our search spanned a ten-year period, examining 88 articles, from which 55 were selected as pertinent. The primary strategies identified include reuse, recycling, repair, and reduction, each of which is assessed through environmental, social, and economic lenses. Reuse is crucial for reducing impacts and waste, yet it is hampered by insufficient consumer incentives. Recycling shows promise but is hindered by technological and awareness barriers. Repair contributes to extending the lifespan of garments, thereby reducing the need for new production, although it encounters challenges in terms of service accessibility and consumer knowledge. The reduction involves the search for better and more sustainable materials, with the main barrier being the fast fashion. The findings suggest that reuse is not only economically viable but also capable of lessening social inequality. Recycling, however, necessitates substantial investments and the development of supportive policies. Repair, on the other hand, significantly lessens the environmental impact and can spur new economic opportunities and employment. Despite these hurdles, these strategies present viable pathways toward a more sustainable textile industry. However, achieving this requires a paradigm shift in both consumer behavior and corporate practices to embrace and optimize circular economy practices within the sector. [ABSTRACT FROM AUTHOR]

The fast fashion industry significantly impedes sustainability by its rapid production cycles, low-cost products, and heavy carbon footprint. Nowadays, circular economy (CE) has become an interesting concept, which follows the "take-make-dispose" model and allows products, materials, and resources to be in use as long as possible. There is a paucity of research in the identification of circular economy strategies (CES) and mapping them based on their interrelationships, which is very important from a managerial perspective. In this vein, this study identifies nine CES and analyzes their causal relationships using the Fuzzy Decision-Making Trial and Evaluation Laboratory method in the context of fast fashion footwear manufacture. The key contributions include providing actionable insights for implementing CE practices, enhancing the sustainability of the footwear industry, and offering a strategic roadmap for industry stakeholders. The results and implications of this study will guide footwear industry decision-makers in making a strategic map considering the cause-and-effect interrelationships among the CES for implementing CE business practices in the footwear industry. [ABSTRACT FROM AUTHOR]

Background: Live streaming is a feature where sellers promote shops and products directly to buyers which can influence consumer's materialistic nature and hedonic motivation and might impact on purchasing decisions. Purpose: The objectives of this research include identifying segments of Shopee live streaming users, analyzing the influence of live streaming and materialism on hedonic motivation variables and purchasing decisions for fast fashion products, and finding out how to manage live streaming to increase purchasing decisions for fast fashion products. Design/methodology/approach: The analytical method used was SEM-PLS and the data obtained was 213 samples by quantitative descriptive methods. Findings/Result: The research results show that the live streaming and materialism variables have a significant positive influence on the hedonic motivation variable and purchasing decisions for fast fashion products. This is because the materialism indicator is closely related to the hedonic motivation indicator, so it supports consumers in making purchasing decisions on live streaming platforms. The live streaming variable has a direct influence on the purchasing decision variable. Conclusion: The recommendation for MSMEs in the fashion sector, it is hoped that they can take advantage of the features available on Shopee in implementing product marketing through e-commerce. Originality/value (State of the art): This is the first time someone has used the SEMPLS method to describe the relationship between factors and analyze factors on purchasing decisions. [ABSTRACT FROM AUTHOR]

The impact of technological innovation on employment has been a subject of extensive study, particularly regarding job polarization, where routine, medium-skilled jobs are more likely to be automated compared to high-skilled and manual jobs. However, medium-skilled jobs requiring face-to-face interaction, such as those in the retail sector, are less susceptible to automation. This article examines how technological innovation is transforming the roles of frontline service workers in the retail sector, focusing on sales assistants in the fast fashion industry in Milan. Retail is not a leading industry in technological innovation, making it a suitable example for studying gradual changes in job roles due to technology. The research investigates how the integration of online sales and digital tools has impacted the work organization and job quality of sales assistants. Despite the rise in online sales, brick-and-mortar stores have not been entirely replaced, but the nature of in-store work has become more complex. Drawing on three strands of literature--technology's impact on employment, digitalization and algorithmic management, and job quality--the study uses interviews with workers, managers, and trade unionists and maps recent changes that occurred in fast fashion stores. Findings reveal that technological innovation in retail has made sales assistants' jobs more demanding but has not necessarily improved job quality or wages, highlighting a need for better training and economic recognition to support these workers through the ongoing transformations. [ABSTRACT FROM AUTHOR]

Fashion, which has always played an important role in the economy and culture of many countries, is a sector with a high environmental impact, responsible for significant water consumption and the production of a large amount of waste. In particular, fast fashion, a business model based on offering consumers new, cheap and trendy products, seems to be one of the main drivers of the constant quest for innovation in fashion products, with a consequent increase in the environmental and social impacts of this policy. Among the companies in the sector, the SHEIN platform, founded in China in 2008 under the name Zzko, has become a real competitor to global industry giants such as Inditex and H&M, leading to a business model that can be defined as ultra-fast fashion. The article presents the results of a qualitative research project aimed at understanding the consumption model, purchasing motivations and possible concerns about sustainability of young female Italian consumers who use the platform. To this end, 30 semi-structured interviews were conducted with a sample of university students, who are SHEIN customers, to identify their main purchasing motivations, their consumption habits, and the importance they attribute to sustainability issues. The results show that the main drivers for the platform success are the low price of the clothes and the wide variety of styles available. Students also proved to be quite sensitive to the issue of the company's unsustainable production practices, although this awareness does not automatically translate into a decision to stop buying the brand's products. [ABSTRACT FROM AUTHOR]

The clothing industry is a hotbed for exploitative working conditions and environmental damage, of which affluent global North countries remain a substantial driver. The circular economy is a potential solution to these issues, but its social implications remain unclear. Using the UK as a case study, this article analyses the global social impacts of a transition to circular clothing economies in the global North, finding these to be (almost) entirely dependent upon the intentions and design of the associated policies and governance, as well as broader socio-economic changes. Some aspects of a transition will be unambiguously good for some people; others will only be beneficial with careful governance. Moreover, entrenched global economic inequalities leave trade-offs borne largely by the global South, highlighting the need for circular economy research—its drive for localization notwithstanding—to look globally to consider how a fair transition can be achieved. [ABSTRACT FROM AUTHOR]

Since the late twentieth century, the global fashion industry has been increasingly embracing the business model known as fast fashion. Characterised by rapid production cycles, fleeting trends, low-cost garments and large-scale production, fast fashion seems to meet consumer demand for affordable and trendy clothing. However, its environmental impact as a major polluter poses significant challenges to sustainability and circularity initiatives. This article presents the results of a systematic literature review, exploring the unsustainable consequences of fast fashion, focusing on both demand and supply side, from a geographical perspective. Using a Global North–Global South framework, it explores differences in socio-economic structures, consumption and production patterns, access to resources and environmental impacts. The analysis suggests that a fair and equitable transition towards a sustainable and circular fashion industry will require the links between business, society and nature to be reconsidered, to avoid perpetuating the inequalities associated with the global linear capitalist economy. The findings highlight the importance of both markets and institutions in sustainable growth. In the Global North, the most frequently discussed topics relate to investment and research and development with respect to new technologies or system innovations often with the support of well-structured political guidance. Conversely, in the Global sustainable initiatives tend to be scattered, country-specific and intricately tied to particular socio-economic and cultural contexts. [ABSTRACT FROM AUTHOR]

Artykuł podejmuje kwestie zagadnienie rozumienia i postrzegania mody w kategoriach dizajnu. Aby wskazać celowość takiego kierunku badań, autor analizuje dwie wystawy poświęcone modzie. Pierwszą z nich jest Items: Is Fashion Modern? przygotowana przez nowojorskie Museum of Modern Art (MoMA), drugą zaś Fast Fashion: Dark Side of Fashion zorganizowana przez Museum für Kunst und Gewerbe w Hamburgu. Z analizy wynika, że mówienie o modzie nie przez sztukę i jej język, ale przez kategorie dizajnu pozwala zobaczyć ją pełniej, ująć więcej problemów. By jednak zmiana w tym kierunku mogła się dokonać, potrzebna jest weryfikacja tego, co rozumiemy przez słowo moda. Jedno z rozwiązań przynosi badaczka z Australii, Alice Payne. Zaproponowany przez nią podział ułatwiłby patrzenie na modę nie przez sztukę, a właśnie przez dizajn, wzbogaciłby język, jakim o modzie się z reguły mówi, i w konsekwencji jej społeczne postrzeganie. Ostatecznie autor proponuje również, aby odpowiednio wzbogacić o perspektywę dizajnu także historię mody, by dyscyplina ta nabrała nowego znaczenia i tym samym wspomagała przemianę mody w przyszłości.

AbstractConsumer interactions on social media have been analysed in the literature as sources of information about their ability to generate engagement and knowledge about how to interact with brands. The present study contributes to this line of research, focusing on empirically determining those elements that affect the interaction between a fast fashion brand and its users, providing central elements of brand strategies on Instagram. This study examines the engagement generated by Primark posts on Instagram based on three coding categories that analyse the content of the message, the communication strategy and the formal and product category aspects present in the posts. This study therefore identifies the variables with the greatest potential to generate engagement with this brand’s posts on Instagram, which in turn predicts previous unexplored outcomes such as brand image and consumer loyalty. This study also provides valuable academic insights and guides fast fashion brands in their social media strategies.

The fast fashion linear business model and its widespread consumption practices have instigated numerous environmental consequences, prompting extensive research into sustainable consumer behavior. This article conducts a thorough and quantitative analysis of the contemporary research landscape of the fashion industry and its ecological impact. Spanning from 2012 to 2023, our review explores 119 articles sourced from journals at the intersection of clean production and the fashion industry. The analysis reveals two central research focal points and identifies 77 keywords embedded in the knowledge base. Three overarching knowledge domains emerge from this exploration. We construct a cohesive narrative by synthesizing critical knowledge junctures, the knowledge base, and identified domains, resulting in a knowledge structure comprising five key concepts. Moreover, keywords are thoughtfully organized under their respective knowledge domains. As a synthesis of these insights, this article presents a robust knowledge roadmap, serving as a compass for a nuanced understanding of the current state of sustainability within the dynamic realm of the fashion industry.

The worldwide fashion business is seeing swift expansion, but, the adoption of rapid fashion has detrimental effects on ecological sustainability. Sustainable halal fashion, which emphasises quality, sustainability, and ethical values, offers a solution to address this. This study looks at how sustainable halal fashion can strengthen the slow fashion trend and proposes strategic steps for its development. This research employs a qualitative approach to literature study, gathering information from books, articles, and mass media. The results show that sustainable halal fashion contributes to slow fashion and has potential to develop sustainably by increasing public understanding, developing local raw materials, increasing production efficiency, efficiently utilizing supplies and reducing wastage in the manufacturing process., building collaboration. The conclusion is that sustainable halal fashion provides an innovative solution to overcome the fashion industry's negative impact and strengthen the slow fashion trend.

Hızlı moda, düşük maliyetli ve hızlı üretilen giysilerle moda endüstrisinde bir devrim yaratmıştır, ancakbu hız çevresel sürdürülebilirliği tehdit ederek iklim krizini tetiklemektedir. Sürdürülebilirlik hedefleridoğrultusunda diğer sektörlerde olduğu gibi moda sektöründen de sürdürülebilir üretim ve tüketimpratiklerine öncü olmaları beklenmektedir. İletişim, sürdürülebilir tüketim pratikleri için kilit role sahipolup, Birleşmiş Milletler (BM), markaların sürdürülebilir tüketim konusunda farkındalık yaratacakve sürdürülebilir bir moda akımı yaratacak iletişim kampanyaları geliştirmelerini önermektedir. Budoğrultuda çalışmamızın amacı, moda markalarının sürdürülebilir üretim ve tüketim (SDG 12) kapsamındayaptıkları iletişim faaliyetlerinin İstanbul’da yaşayan 18-25 yaş arası genç tüketicilerin sürdürülebilirlikve marka algısına yansımasını incelemektir. Yargısal kartopu örnekleme stratejisi ile İstanbul’daki çeşitliüniversitelerden 12 katılımcı ile derinlemesine görüşmeler yapılmıştır. Veriler, Durumsal ProblemÇözme Teorisi (STOPS) ışığında, anlatı analizi yöntemiyle değerlendirilmiştir. Araştırma sonuçları, gençtüketicilerin çoğunun sürdürülebilir tüketim (ST) konusunda yüksek bilgi ve ilgi düzeyine sahip olduklarınıgöstermiştir. Hızlı moda markalarının (HMM) sürdürülebilirlik mesajlarının farkında olmalarına rağmensatın alma kararlarında farklı görüşlere sahip oldukları tespit edilmiştir.

The fast fashion trend is gaining popularity due to the presence of fashion influencers on social media despite its adverse impact on environmental sustainability. This research aims to explore the fashion influencers communication strategy, assess how fashion influencers endorsements contribute to the formation of consumptive culture, and investigate fashion influencers endorsement concepts that are more ethical. The qualitative research is used by employing the observations on six Indonesian fashion influencers Instagram accounts, and the interviews with three informants confirmed as being with three informants confirmed as affected by fashion influencers endorsement. The data were analysed using media content analysis and thematic analysis. The study concluded with three main findings. Firstly, fashion influencers employs persuasive and interactive communication strategies. Secondly, the formation of a consumptive culture results from the fashion expertise of influencers, which nurtures consumer satisfaction by promoting a consumptive lifestyle among consumers, even though they ultimately assess their consumption. Lastly, fashion influencers can be aligned to reconstruct more ethical endorsement by applying responsibility, sanctity, and sustainability principles. Tren fast fashion saat ini semakin populer karena kehadiran fashion influencer di media sosial meskipun memiki dampak buruk terhadap keberlanjutan lingkungan. Penelitian ini bertujuan untuk mengeksplorasi strategi komunikasi fashion influencer, menemukan pola konstruksi konten promosi fashion influencer terhadap budaya konsumtif, serta memberikan kerangka endorsement oleh fashion influencer yang lebih etis. Penelitian ini menggunakan pendekatan kualitatif dengan metode pengumpulan data berupa observasi terhadap enam orang fashion influencer Indonesia serta wawancara terhadap tiga orang yang terkonfirmasi telah terdampak oleh konten promosi fashion influencer. Data yang ada kemudian dianalisis menggunakan konten analisis media dan analisis tematik. Hasil penelitian menghasilkan tiga temuan utama. Pertama, strategi komunikasi fashion influencer yakni persuasif dan interaktif. Kedua, terbentuknya budaya konsumtif berawal dari keahlian fashion influencer yang kemudian menimbulkan kepuasan konsumen dengan mempromosikan gaya hidup konsumtif, meskipun pada akhirnya konsumen mengevaluasi pola konsumsinya. Terakhir, fashion influencer dapat diarahkan untuk merekonstruksi pendekatan endorsement-nya agar lebih etis, dengan menerapkan prinsip tanggung jawab, sakral, dan keberlanjutan.

This study tests a brand extension in fast fashion to explore the extension’s effect on the parent brand. It investigates whether extensions to varyingly distant product classes modify customers’ attitudes toward the parent brand. University students from the Technical University of Liberec, the Faculty of Economics (Czech Republic), aged 22-25 years, participated in an online survey for this study. The number of respondents was 310. The outcomes are relevant for this segment of customers. The model with classic brand extension factors (perceived fit (FIT), attitudes toward the brand extension (ATE), parent brand attitude change (PBCH)) was constructed. Factors of fashion leaders and emotional variables (e.g., trust and loyalty) were added to the model. The model was tested using structural equation modeling (SEM) in AMOS software and was statistically significant (Chi-squared value of 6.402, p = 0.171). A positive relationship was observed between FIT and ATE (β = 0.534, p-value = 0.000), the same as trust and ATE (β = 0.693, p-value = 0.000). Equally, ATE had a significant positive impact on PBCH (β = 0.722, p-value = 0.000) and trust and loyalty (β = 0.649, p-value = 0.000). Loyalty negatively affects ATE (β = -0.126, p-value = 0.010), indicating that these customers may have problems with brand extension, similar to a fashion leader (β = -0.126, p-value = 0.010). TRUST has a negative effect on the PBCH (β = -0.338, p-value = 0.000). Insights derived from this study hold substantial relevance for marketers in fast fashion aiming to prepare brand extensions effectively. AcknowledgmentThis work is supported by the Technical University of Liberec, Faculty of Economics – internal grant.

This contribution addresses the sustainable clothing buying behaviour of Generations X and Y. The aim of the paper is to analyse the main features of sustainable clothing buying behaviour within Generations X and Y and to suggest some marketing activities for fashion companies. The theoretical background contains information from professional literature, scientific journals indexed in WOS and Scopus, and websites regarding the main trends in CSR, sustainable development, and sustainable buying behaviour, with a focus on the fashion industry. The analysis comprises multiple stages: the creation of a questionnaire through Google Forms, the selection of respondents from generations X and Y in the territory of the Slovak Republic, the analysis of respondents' answers through descriptive statistics, and the evaluation of research hypotheses via inductive statistics. Among the general research methods, historical-logical methods, analysis, synthesis, and comparison were used, whereas specialised research methods included methods of descriptive statistics and methods of inductive statistics implemented in the SPSS program. The questionnaire consisted of 11 questions based on previous research on the study topics and was completed by 139 respondents. The identification questions sought information from the participants about their identification as Generation X or Y, their gender, and their income. The next step was a comparison of shopping places, types of clothing, buying factors, and frequency and awareness of sustainable trends. The last 3 questions were framed according to previous research and were evaluated via descriptive statistics methods as well as inductive statistics. Research hypotheses are focused on relationships between the use of sustainable trends and belonging to a specific generation, the degree of influence of sustainable trends on buying behaviour and belonging to a specific generation, and the degree of rationality when purchasing clothes and belonging to a specific generation. On the basis of these tests, only the second hypothesis (influence of sustainable trends) was further analysed. Research results indicate that fashion brands can utilise slow fashion for different types of marketing communication to effectively target Generations X and Y, with a particular focus on influencer marketing on social networks. The limitations include various definitions of generations (birth years), possible cognitive distortions and the subjective answers of respondents. The fashion industry is an essential component of the creative industry and creative economy. Research could be extended by comparing sustainable clothing buying behaviour between inhabitants from the region with the above-average value of the regional NUTS3 creative index (Bratislava region) and inhabitants from other NUTS3 regions. Research could also be extended by comparing the effects of irrationality on generations in the context of behavioural economics. The end of the contribution expresses the benefits of this research for economics, the environment, and society. [ABSTRACT FROM AUTHOR]

The circular economy is a new economic model for addressing human needs and fairly distributing resources without undermining the functioning of the biosphere or crossing any planetary boundaries. The research project carried out under the EU contract presents an analysis of 8720 pieces (1500 kg) of used clothing collected from the population for reuse and recycling, in terms of quantification and composition. A Near Infrared (NIR) scanner for the determination of textile fibre composition was used; other characteristics of the garment like product type, age group, colour and presence of disruptors were captured in the app on the electronic device through a short predefined multiple-choice survey, using an application designed by Matoha Instrumentation Ltd. Destination function four groups were selected: disposal (19%), re-wearable non-EU (32%), re-wearable EU(25%), and recycling (24%). The structure of used clothing for adults highlights the preference of consumers for pieces intended for the upper part of the body (42.0%) with a faster change dynamic. The fraction for the lower part of the body (skirts, pants, etc.) follows with 19.9% and underwear with 1.4%, which is characterized by a longer duration of use. The degree of wear and tear of used clothing items correlates with the fractions intended for export (57%), highlighting the main characteristic of the fast fashion phenomenon, namely the shortening of the duration of use of products. The high share of the recycling fraction (19%) highlights the potential of this type of waste for recycling through mechanical or chemical technologies. 14.7% of the pieces of clothing had a blue colour which expresses calm, and responsibility and 12.7% had a white colour which expresses purity, cleanliness and virtue. The predominant composition of the textile materials in used clothes is cotton 34.2% and the basic structure is specific to knitted items (55%). [ABSTRACT FROM AUTHOR]

This exploratory study analyses the level of the development of the eight key competencies in sustainability of 237 students in the 7th–10th grades, when confronted with a real conflict situation associated with the production and consumption of 'fast fashion'. Their responses were categorised into four levels, representing the degree of development of each competence. The results reflect a low level of competence development, with no significant differences among academic year groups. The competence where the highest level of development was reached was the inter-personal competence, as students recognised that the consumption of fast fashion contributes to the labour exploitation of others. However, this did not prompt students to question the prevailing consumerist values in our society (values-thinking competence), their own practises (implementation competence), or their own contribution to the problem (intra-personal competence). Therefore, it seems necessary to address different socio-environmental issues, critically analyse our daily actions, and thus promote these competencies in sustainability in schools. These will enable students to actively participate in environmental conservation from the perspective of environmental and social justice. [ABSTRACT FROM AUTHOR]

With a reputation for offering stylish and on-trend clothing at pocket-friendly prices, fast fashion brands resonate with the economic realities faced by many Gen Z consumers. Gen Z consumers are not just a target consumer market but also a driving force shaping the future of the fashion industry. Their preferences, values, and behaviors impact trends, reshape retail practices, and influence the overall trajectory of the fashion landscape. The evolving discourse surrounding sustainability and conscious consumerism suggests that the future may see a recalibration of the fashion landscape, with Gen Z at the forefront of demanding more responsible and transparent practices from the fashion industry. Therefore, this study aimed to identify the factors significantly influencing U.S. Gen Z consumers' intentions to purchase fast fashion. Building on the theory of planned behavior, a research model for understanding Gen Z consumers' intentions to buy fast fashion is proposed. Attitude, subjective norms, perceived behavioral control, environmental knowledge, need for uniqueness, materialism, and fashion leadership are investigated as predictors. Moreover, we examined how environmental knowledge, need for uniqueness, materialism, and fashion leadership affect Gen Z consumers' attitudes toward fast fashion products. A total of 528 eligible responses were collected for analysis through a Qualtrics online survey. The proposed model's psychometric properties were evaluated, and the hypotheses were tested using the multiple regression method. It was found that attitude, perceived consumer effectiveness, environmental knowledge, and fashion leadership significantly influenced Gen Z consumers' intentions to shop fast fashion. Additionally, Gen Z consumers' environmental knowledge, need for uniqueness, and fashion leadership significantly affect their attitudes toward fast fashion. The research model demonstrated strong explanatory power, explaining 68.9% of the variance in Gen Z consumers' purchase intention toward fast fashion. [ABSTRACT FROM AUTHOR]

Sustainability is a widely discussed factor in the industry. The fashion industry is one of the most concerned industries due to its impact on environmental degradation. Although there are many sustainable production patterns, there is a need to understand consumer behavior as the main ally for more sustainable consumption. In the fashion industry, sustainable consumption can be represented by purchasing second-hand clothes. However, many people have a negative attitude towards second-hand clothes. Therefore, this study aims to determine the main barriers to buying second-hand clothes. The research is explanatory and uses a quantitative approach through structural equations, analysing the perceptions of 196 individuals. The main results indicate that the main barriers were prejudice against second-hand clothes and socio-environmental awareness. The intention to buy second-hand clothes was explained by 49.7%. The study concludes that, despite the challenges, there is significant potential to increase sustainable fashion consumption through greater education and promotion of the environmental and exclusivity benefits of wearing second-hand clothes. [ABSTRACT FROM AUTHOR]

The ongoing transformation of the fashion industry is driven by an increasing focus on sustainability, ethical practices, and responsible consumer behavior. Simultaneously, social media platforms have emerged as influential forces in this field, shaping fashion trends and consumer preferences. Despite a substantial body of literature investigating consumer preferences between fast and sustainable fashion, a gap in understanding the intricate relationship between fashion preferences, socio-economic profiling, and social media engagement is evident. Thus, this research was aimed at comparatively decoding EU consumers' preferences for fast fashion against sustainable fashion by exploring the interplay of demographic factors ‒ age, gender, and geographical location ‒ on fashion preferences, as expressed through the digital engagement with fashion-related content on the Meta social platforms. The research methodology implied resorting to logistic regression analysis, aiming to uncover the underlying patterns that fundamentally characterize consumers' preferences for fashion in the EU. The results provide novel insights into how digital engagement with fashion-related content can act as a barometer for regional fashion identities and preferences, useful for the identification of both convergence and inflection points. Moreover, findings offer a robust foundation for crafting strategies that promote sustainable fashion practices, tailored to specific EU age, gender, and location demographics, by leveraging the insights gained about EU consumer preferences. [ABSTRACT FROM AUTHOR]

Copyright of Turkish Review of Communication Studies / Türkiye İletişim Araştırmaları Dergisi is the property of Marmara University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The fast fashion industry has resulted in environmental degradation and resource depletion. Thus, sustainable fashion behaviors are a growing trend for promoting environmental sustainability. However, the sustainable fashion industry, particularly second-hand clothing is still in its infancy, especially in the emerging economies. By extending the value-belief-norm model, this study explores the impact of environmental values (biosphere and altruistic values), beliefs (ecological worldview, awareness of consequences, and ascription of responsibility), and norms (personal and social norms) on second-hand fashion behaviors. This study used cross-sectional design and collected quantitative data from 1847 responses through online survey. For data analysis, this study used partial least squares structural equation modelling (PLS-SEM) and multi-group analysis (MGA). Findings of this study confirmed the positive and significant effect of biosphere and altruistic values on ecological worldview. Ecological worldview, awareness of consequences, and ascription of responsibility also have positive and significant effects on personal norms. Moreover, personal and social norms have a significant positive effect on intentions towards second-hand fashion behaviors. Finally, the intention towards second-hand fashion behaviors has a positive and significant effect on second-hand fashion behaviors. This study validates that environmental values, beliefs, and norms significantly impact sustainable fashion behaviors, particularly in the area of second-hand clothing. This study emphasizes the important role of social norm on second-hand fashion behaviors, and adds research references in the field of emerging economies. The findings provide valuable insights and a reference for fashion industry practitioners to improve their operational strategies. Environmental policies should therefore focus on promoting the consumer's and industry's attention and enthusiasm for second-hand fashion as a sustainable behavior and its environmental consequences, and strengthening the extent of dissemination of the idea. [ABSTRACT FROM AUTHOR]

The continuous level of consumption in the fast fashion industry has a concerning effect and needs to be addressed through a strategic approach, as it has a considerable environmental, social, and economic impact. The study contributes to a better understanding of the barriers hindering the transition toward a more sustainable future in the fast fashion industry through qualitative research. We conducted the qualitative research using the Grounded Theory, which allows an evaluation from different and multiple perspectives, resulting in a more exhaustive and justified result. Our approach was exploratory, and the results will be tested in future studies. The purpose of the paper was to map the road to sustainable fashion by understanding the obstacles/barriers, and solutions/drivers for sustainable development. The sustainability fast fashion organizational barriers were identified in the international literature through a structured literature review and further tested for the Romanian market through interviews. After the NVivo Analysis, the identified barriers referenced the most to least, from a Romanian organisational dimensions perspective were financial barriers, insufficient management engagement, lack of Romanian governmental support and infrastructure, ecofriendly packaging, and stakeholder and supplier barriers. The most mentioned driver dimension from an organisational point of view was the existence of a financial reward system for stakeholders, funding programs from the Government and EU, the implementation of mandatory regulations, and the possibility of creating an infrastructure. [ABSTRACT FROM AUTHOR]

This article delves into the impact and role of the lower middle class on Indonesia's environmental landscape. Despite their social and economic marginalization, this demographic heavily relies on cheap, easily accessible fast fashion for clothing, leading to detrimental environmental consequences such as ecosystem degradation and pollution. This research was carried out by conducting a literature review through library research, where the data came from library data collection. This study further analyzes literature regarding socio-economic dynamics and environmental problems. This approach unveiled the lower middle class's profound influence of fast fashion consumption on Indonesia's environment. The research highlights the lower middle class's pivotal role in fast fashion waste distribution, exacerbating environmental pollution. Hence, governmental intervention becomes imperative to regulate fast fashion production, manage waste, and restrict the influx of second-hand fast fashion businesses. The article concludes by emphasizing the lower middle class's dual role as both major consumers and victims of global capitalism in the fast fashion industry, necessitating state protection through various policy measures. These include elevating product quality standards, ensuring fair labor practices, enhancing consumer protection, and controlling the influx of foreign fast fashion products. Ultimately, the study underscores the necessity of comprehensive governmental interventions to mitigate the environmental repercussions of fast fashion consumption, safeguarding both the lower middle class and Indonesia's environment. [ABSTRACT FROM AUTHOR]

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This study investigates the interplay between Corporate Social Responsibility (CSR) engagement and pricing strategies in shaping consumer purchase intentions in the fast fashion industry. Using a scenario-based experimental design with 267 participants, this research explores how different levels of CSR and two distinct price points influence purchasing behavior. Additionally, the moderating effects of individual differences, such as consumer wealth, motivations for sustainable behavior, and income, are examined. The findings indicate that higher levels of CSR engagement significantly enhance purchase intentions, particularly when combined with higher price points, perhaps due to consumer perceptions of CSR programs associated with more expensive brands as more authentic. However, price remains a critical factor for lower-income consumers, revealing an “ethical consumption gap” where affordability outweighs ethical concerns. Extrinsic motivations, such as social pressure, strongly influence wealthier consumers’ decisions, while intrinsic motivations show a more complex relationship with purchasing behavior. The findings provide practical insights for fast fashion brands, suggesting that aligning CSR with competitive pricing and authentic messaging is crucial for appealing to both price-sensitive and ethically conscious consumers.

Under the rapid development of e-commerce, offine brick-and-mortar stores have been severely impacted. However, the importance of the visual, sensory and even psychological experience in the apparel industry makes offine stores still irreplaceable. The impact on consumers' visual experience cannot be ignored and is a significant influencing factor in determining consumers' psychological change and purchase intention. Especially for fast fashion brands which pursue low costs, visual marketing strategies is a cost-effective marketing tool to enhance the visual experience. In this paper, by adapting SOR theory and using fuzzy set qualitative comparative analysis (fsQCA) research method, 15 fast fashion apparel brands and 374 valid questionnaires are adapted in China to explore not only the influence of individual dimensions in visual marketing on consumers' purchase intention, but also the action of multi-dimensional combinations. The research finds that: (1) there are two driving paths for high consumers' purchase intention. The first path is a combination of high clarity of arrangement and low display density; the second path is a combination of low light intensity, high clarity of arrangement, high tonal harmony and high window appeal. (2) There are also two paths that drive non-high consumers' purchase intentions, and they are asymmetrically related to the paths that drive high consumers' purchase intentions. The findings of this study help to provide direction and suggestions for offine visual marketing strategies of fast fashion apparel brands to increase consumers' psychological perception and purchase intention through a range of visual presentation techniques. [ABSTRACT FROM AUTHOR]

Exploring sustainable urban distribution based on electric vehicles is crucial given the rise in global greenhouse gas emissions, especially for fast fashion industries with extremely high distribution frequencies. However, most studies have overlooked the impact of deep discharge on the distribution route scheme, and few studies fit the characteristics of the fast fashion industry. As a result, this study presents a novel electric vehicle routing problem considering deep discharge model (EVRP–DD) for distribution route optimization, which fully considers deep discharge under the emerging mode of vehicle–battery separation. The characteristics of fashion consumers and products were also integrated into the model, such as consumer satisfaction and 3D loading constraints. To solve this complex programming problem, a sophisticated hybrid ant colony optimization (HACO) algorithm was designed by combining the advantages of ACO and A-star algorithms. Using real-life data, the experimental results verify the effectiveness and superiority of the proposed solution. EVRP–DD achieved reduced driving distance, total distribution cost, and deep discharge distance. HACO can enhance the computation speed and reduce the total distribution cost compared with the two conventional algorithms. The proposed solution showed excellent flexibility and could effectively adjust the optimal route scheme according to the ever-changing external environment. Thus, it can be concluded that this solution is a powerful tool for enterprises to achieve sustainable distribution. This study has realized theoretical innovation in sustainable distribution under the new mode of vehicle–battery separation, and its successful application in the fast fashion industry reflects its valuable application value. [ABSTRACT FROM AUTHOR]

Copyright of Retos, Revista de Ciencias Administrativas y Económicas is the property of Universidad Politecnica Salesiana and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Brazilian Business Law Journal / Administração de Empresas em Revista is the property of Administracao de Empresas em Revista and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The entire world is facing a tremendous acceleration in the development of the fashion industry and responding to the highly increasing demand for fashion items. However, the fashion industry is the main root of creating tons of environmental problems and greenhouse gas emissions in the corporate production process. Fast fashion is the new fashion trend, which has continuously been harming the environment, specifically contributes to carbon emissions and many other scenarios. The expansion of fast fashion products in the modern age all over the world has also created preferable conditions for nurturing fast fashion brands in Vietnam. In addition, it helps the advent of foreign fast fashion brands penetrate the Vietnam market. As a result, the Government needs to pay attention to some issues related to policies, laws, environmental protection, and sustainable development goals of net emissions in Vietnam. In the content of this article, the author examines the fast fashion trends in Vietnam from the perspective of law enforcement, and environmental protection under the goal of maintaining sustainable development, thereby making some necessary recommendations for improving the relevant legal policy. [ABSTRACT FROM AUTHOR]

There is a need for a paradigm shift to circular, sustainable textile systems. The transition will have impacts on people and businesses around the world, yet research on the circular economy has been overly focused on the economic and environmental dimension, lacking in the social dimension. Without design for comprehensive justness, the transition can reproduce or lead to novel injustices. We use distributive, procedural, and recognative justice dimensions to analyze and uncover justness aspects related to the circular transition in the textile industry in Tamil Nadu, India. Our qualitative analysis is based on interviews with stakeholders of the industry. We uncover several justness tensions related to economic, social, power, value, epistemic, and governance issues. For the just circular transition to succeed, the tensions should at the very least be acknowledged, and ameliorated or dealt with when possible. The building blocks for this process are, for example, codesign of private governance systems, sharing the costs of the transition more equally and inclusion of various voices in knowledge production. As a step forward from the current situation in which a circularity focused approach and a justness focused approach emphasize different aspects, we present a new framework for designing just circular transitions, one that bring these important perspectives together. [ABSTRACT FROM AUTHOR]