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The emergence of a habit in Indonesia and even the world, namely the use of used clothes (thrifting) became the idea for this research. This new habit is known to be able to reduce the production of textile waste in the world. The purpose of this study was to obtain analysis results that affect the use of new clothes (fast fashion) on the use of used clothes (thrifting). Using the K-means Clustering method and using several parameters, including age, quality, price, and sustainability or awareness. The method of collecting data is through a questionnaire and the research material is the buyers found in the online store Instagram (thriftboys.id). From the results of the clustering process that researchers have done using the K-means algorithm with manual calculations and rapidminer applications, the conclusions consist of; 1) In clusters 1 and 2 the age factor shifting from fast fashion to thhirft is 23 years, while in cluster 3 it is 25 years, 2) In the three clusters the average income that shifts from fast fashion to thhirf is group 3 or the range of 200000 -500000, 3) In the third cluster, people switch from fast fashion to thrift because of the good quality of goods, and 4) In clusters 2 and 3 more people are aware of textile waste for the world. Meanwhile, cluster 1 has the same number of conscious and unconscious waste.

The amount of post-consumer textile waste (PCTW) generated annually in the United States has increased nearly ten-fold since the 1960s to exceed more than 34 billion pounds annually. Of the waste generated, 66% is sent to landfills, 19% is combusted with energy recovery, and only 15% is recycled. When left to decompose in landfills, PCTW decomposes, producing harmful leachates and greenhouse gases including methane. In this study, we used publicly available data from 67 counties in the state of Florida from 2014 to 2019 to assess how PCTW generation and recycling behaviors differ by area-level demographic, socioeconomic, and retail characteristics. We also used publicly available data on landfills to determine whether these same factors were associated with having more landfills per capita in a county. This study provides preliminary evidence that people living in areas with higher incomes, that are more racially segregated, and that have more clothing stores generate significantly more textile waste than people in other areas. In contrast, there were more landfills per capita in areas with lower incomes and fewer landfills per capita in areas that were more racially segregated. Textile recycling occurred at relatively uniform rates across counties. Taken together, these findings support the understanding that textile waste represents an issue of environmental injustice; wealthier communities contribute more PCTW to landfills, which are more commonly located in communities with lower socioeconomic status. Multipronged solutions are needed to produce relevant behavior change, including efforts and policies that seek to reduce textile consumption and increase textile recycling at the individual and societal level.

PurposeWorker welfare and modern slavery within the fashion industry remain a key supply chain challenge for many retailers, consumers, governments and advocacy groups. Yet, despite publicised worker-welfare violations, many fashion retailers continue to post record sales and profits, indicating that consumer concern does not always translate at the cash register. Research has shown that worker welfare is a less salient area of concern for fashion consumers, and the aim of this research is to investigate the reasons why this may be the case.Design/methodology/approachDue to the exploratory nature of the research, a qualitative methodology was deemed the most appropriate. Twenty-one semi-structured interviews were conducted with Australian fast-fashion consumers to investigate the underlying reasons worker-welfare violations are less likely to elicit pro-social consumer behavioural change and are a less salient area of concern.FindingsThis study found that consumers perceive worker-welfare concerns at both a proximal and cultural distance to themselves, and therefore struggle to connect with the issues associated with modern slavery. Additionally, there was an underlying social consensus that exploitative practices are an accepted part of the fast-fashion supply chain to ensure the continuation of low-cost clothing. Despite an underlying awareness of exploitative practices and acknowledgement that modern slavery is ethically wrong, other consumer values often influenced purchase behaviour and the level of concern expressed towards garment workers.Originality/valueThis is the first study to apply psychological distance in a fast-fashion context to better understand consumer perceptions towards modern slavery. Responding to calls for further research into ethical consumption of apparel, this study develops an in-depth understanding of the reasons why worker welfare is a less salient area of concern for fast-fashion consumers. Extending on current literature, this study qualitatively investigates consumer sentiment towards worker welfare, identifying the greatest barriers to consumers' levels of concern. In addition to a theoretical contribution to the fashion, ethics and business literature, this article provides key insight to guide practice.

Many consumers are contented with the fast fashion styles, abundant choices, and affordable price. However, other consumers and environmental advocates began to question about this fast fashion system, including the problems of overconsumption and disposable clothing. As a result, many fashion practitioners and scholars have been developing different strategies and methods to minimise the fabric waste, and prolong the product lifespan through innovative design. The objectives of this study are twofold: (1) to explore various techniques for creating transformable clothing and (2) to gain a deeper understanding of how individuals (entrepreneurs, designers, professors, and consumers) respond to their perceptions of transformable clothing, and issues of sustainability in China. This study consists of three stages – design experiments, in-depth interviews, and online surveys. In stage one, various design prototypes were developed, with one of them being selected as the visual stimuli for stages two and three. According to our results, many informants and online participants supported the concept of sustainable fashion as well as the idea of transformable garments. However, many professionals had numerous concerns regarding the production cost, practicality, adaptability, and saleability.

Purpose Adding to competitive dynamics and sustainability literature, this paper aims to examine the implementation of environmental protection and sustainability initiatives within the European fast-fashion clothing industry from the perspectives of Generation X and Y consumers. The study primarily investigates whether consumers’ level of environmental consciousness impacts their purchase decisions and consumption behaviour and the consequent strategic competitiveness effects on businesses. Design/methodology/approach The methodological approach relied on multiple data collection methods. In the first stage of the study, the researchers analysed the content of the official websites of two of Europe’s leading fashion firms. In the second stage, a quantitative research approach was aimed at revealing the perceptions, attitudes and purchase behaviour of Generation X and Y consumers towards the two fashion houses and their brands. Findings Although European fashion manufacturers invest in sustainability and engage in environmental protection, their marketing efforts need to be more effectively managed and targeted towards their target consumer markets. The level of engagement and sensitivity of each generational group towards sustainability issues varies. Each group’s environmental consciousness, motivation and response is shaped by distinct characteristics, which, in turn, create implications for the effectiveness of sustainability efforts towards differentiation and competitiveness. Overall, consumers engage in environmental initiatives but ignore the corporate initiatives pursued by the two fashion firms and did not view them as sustainable brands. Originality/value The study explores the effectiveness of sustainability and environmental protection orientation as business competitive strategies in the light of environmental turbulence and social changes impacting the fast-fashion clothing industry and its relationships with its consumer markets.

Living irresponsibly for today’s trends will deprive us of tomorrow’s future. Fast fashion is grossly wasteful, environmentally damaging, and outright unsustainable; its negative impacts are not ju...

The development of fast fashion offered apparel products with a quick cycle. However, this process impacted low-quality products and raised sustainability issues. The two main focuses of this study were to examine the current fashion design curriculum among alumni and examine students' knowledge of sustainability in fashion design. This study employed a mix-method orientation—this alumni data was collected of undergraduates in fashion design education. The paper reported some preliminary empirical findings derived from questionnaires and structured interviews conducted with alumni. The discussion and conclusions of this paper were to recommend a conceptual framework of sustainable fashion design curriculum. Keywords: Sustainable; Entrepreneur; Technopreneur; Fashion Design Curriculum eISSN: 2398-4287© 2021. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v6iSI6.3044

Fast fashion has become a subject of interest to politicians as they grapple with the development of a sustainability strategy. To date the agenda has largely been informed by an examination of production methodologies and techniques documenting the rapid turnover of trends, the speed and efficiency of the production process and the lack of socially cohesive labour practices this consistently engenders. Whilst governments seek to raise awareness and begin to generate initiatives to tackle the environmental fall out of fast fashion, this paper turns its attention to the temporal patterns of consumer behaviour and why such a high percentage of what we buy is readily discarded soon after point of purchase. All stages in this linear model of consumption, it is argued, are shaped by a very specific relationship to time that ultimately informs our buying habits. Utilising the work of the philosopher A.N. Whitehead and adopting a more psychosocial approach to fashion consumption, this paper recognises that even when purposefully seeking to consume sustainably, a greater need to align our use of time with a results-driven mind set locates the acquisition of something new as a highly achievable goal. As a consequence, rather than positioning the rationale for fashion purchases in the context of conspicuous consumption and emulation, here it functions to mitigate a lack of temporal control in other areas of our lives. In response, it is proposed that any successful attempts at tackling the problems associated with fast fashion must also seek to understand the temporal dynamics of consumption. For whilst governments’ attention is turned to ways to reduce the environmental impact associated with the production of clothing, increasing consumer demand derived from ‘neophilia’ (Booker, 1970) will negate and indeed overturn any successes achieved. The conclusion will therefore suggest that promotional culture has a duty to explore ways in which it might engender greater emotional attachments to what we own. Future research into brand messaging, exploring the consequences of placing emphasis on quality over quantity and a subsequent potential deepening of a sense of brand loyalty, is also recommended as a way forward.

Fast and effectively disposable fashion has seen clothing reduced to transient items, worn for a short period of time then discarded. This has pushed down prices, moving textile and clothing production to low-cost labour countries and decimating the traditional Scottish textile economy. Fast fashion drives consumer demand for newness and uses finite resources that are damaging to the environment. In 2019, the pressure to move towards a more sustainable fashion and textile industry is intense. Traditional textile manufacture using natural, renewable sources that are inherently long-lasting offers a slow fashion alternative, epitomized by the Harris Tweed handweaver community in Scotland. Fashion has embraced digital, with growing online sales and increasing focus on digital content. This presents an opportunity to redress the balance by using technology to shape a sustainable future for traditional textiles. Utilizing an interpretive paradigm and inductive approach, an Arts and Humanities Research Council (AHRC) funded networking grant is presented as a qualitative case study, investigating how immersive technologies can be used to safeguard the future of traditional textile products, to educate contemporary, global audiences on the provenance and human hand behind manufacturing processes and to encourage consumption of products with longevity. This explanatory case study finds that fashion brands are using immersive technologies for virtual changing rooms or creative customer experiences but are not exploiting the possibilities of immersive technologies in engendering a sense of place or people behind the product. Findings also reveal that the Harris Tweed Authority and Harris Tweed Hebrides brand successfully use landscape to convey a sense of place, but are under-utilizing the handwoven value and sustainable, slow fashion credentials of Harris Tweed. China is identified as a potential place for Harris Tweed to gain valuable market share, with increasingly wealthy Chinese Generation Z consumers seeking individual exclusivity and sustainability in their clothing purchases, criteria that embody Harris Tweed.

Along with the phenomenal growth in fast fashion, the industry is beset with many challenges. Topping the list are design, production, and supply of the fast fashion apparel (FFA). Adoption and effective use of supply chain management (SCM) practices in the FFA industry have become indispensable to achieve this. However, there is a gap in the fast fashion literature on the appropriate modeling of adoption and practice of SCM. In addressing this research gap, this study builds a comprehensive model of SCM adoption and practice by extracting relevant factors and variables from FFA manufacturing firms via qualitative field study. This study is one of the first to analyze SCM adoption from the diffusion of innovation theory perspective in the fashion industry. While existing literature does not clearly differentiate between SCM adoption and practice, this research underpins that the diffusion of SCM practices within FFA firms must go through stages of adoption and practice for successful wide-scale implementation.

Fast fashion is a fashion product that is rapidly producing according to the fashion trends. It isn't durable and people worn them a few times before being discarded, which turned them into a lot of garbage. It dyed with fabric dyes and chemicals that used in its production. This might have a big impact on the health of the wearer and the manufacturer. Especially, it also impacts on the environment in many ways. The purpose of this study is to explore the attitude and accessibility of fast fashion in each generation to realize the impact and problems of fast fashion. Additionally, we study people's motivation and factors in purchasing clothes. This research shows an analytical survey, it was conducted to survey 510 individuals in each generation. The survey was conducted by Google form survey. This survey found that the mostly respondents had third level of awareness of fast fashion issues, most of them are gen y and z and they still buy fast fashion products. A few people aware about this issues and support reducing the use of fast fashion products. If this situation continues, it will lead to a lot of unusable waste which is difficult to eliminate by incineration. This will lead to the production of many chemicals used in production to float up and destroy the atmosphere. It also causes air pollution problem to the surrounding area. Therefore, it can only be piled together to accumulate waste and the number of wastes multiplied over the years. Keywords: Fast fashion; Attitudes; Generation.

Generation cohorts have different tendencies in purchase behaviors, especially the Generation X and the Generation Y. Although the age gap between these two generation cohorts is not wide, the Generation X has distinctive purchase behaviors that are different from the Generation Y. In the fashion business, the Generation X consumers do not consider the brands in purchasing their clothes, but they calculate the benefits in buying a clothing product. However, the Generation Y consumers consider it as a part of their social status, therefore, they position themselves in the middle class or the upper class by what they wear. The aim of this research is to investigate the different purchase behaviors of the Generation X and Y in buying fast fashion products in Surabaya. The purchase behaviors are reflected through such variables as shopping orientation, status consumption, and impulse buying. As this is a quantitative research, the data are collected using questionnaires that are distributed to 100 respondents. The respondents are chosen using the purposive sampling technique. Then, the data are tested for the validity, reliability, normality, and homogeneity. To test the hypothesis, the independent samples t-test is used. The results show that the differences between the Generation X and the Generation Y are significant in their shopping orientation and impulse buying. However, there are no significant differences in the status consump-tions.

This article aims to understand the development of fashion consumerism in the United Kingdom (UK) with the focus: why fast fashion consumerism in the last two decades was very high? This study applied a post-structuralism paradigm, namely the Libidinal Economy concept from Jean-Francois Lyotard and a post-modernism paradigm on the Consumer Society from Jean Baudrillard. The method employed in the article is a case study in the UK in the last two decades. Data were collected from scientific writings, documents, news, and advertisements in media. The results show that fashion consumerism in the UK dated back to the 18th century; it strengthened in the first two decades of the 21st century, driven by libidinal economic activities and facilitated massively by technological advancements in both marketing and trades. The ability of multinational fast fashion companies to utilize the mass media to construct the social status of its consumers and to create “hyper-reality” needed by modern people nowadays seemed to surpass the awareness of British clothing consumers regarding the environmental impacts and global imbalances of the fast fashion industry. In this study, the application of the post-structuralism paradigm clarifies the relationship between technology, mass media, the expansion of capitalism and the consumption of fast fashion in British society, whereas the post-modernism paradigm highlights socio-cultural aspects that encouraged the creation of hyper-reality through fast fashion among the British. These findings contribute to the knowledge about the relationship between technology, media, and multinational fast fashion companies with the development of consumer society in the UK.

Uniqlo, Japan’s largest fashion brand, operates over 2200 stores internationally; however, it is largely pan-Asian as 92% of the stores are in Asia. Taiwan is no exception where the notion of fashi...

Social media advertising has become the cornerstone of the most effective fashion brands’ marketing strategy in recent years. Since the boom of social media, most fashion retailers have started to recognize the benefits of creating value for their brands using social media platforms. The purpose of this study is to explore the impact of social media advertising on consumer buying behaviour towards fast fashion. Along with the study, it examines the consumer buying behaviour aligned with the consumer decision-making process. It measures the overall impact of social media advertising on the consumer decision-making process in the fashion industry. This study adopts a descriptive quantitative research design and data was collected through a self-administrated questionnaire. The population of this study is active social media users in Western province and a sample of 300 consumers was selected using the convenience sampling method. The hypotheses were tested using Correlation and Regression analysis since the purpose of the study is to measure the impact of each independent variable on the chosen dependent variable. The Results of the present study revealed that social media advertising positively influences on consumer buying behaviour in the fast fashion industry. Three independent variables out of four, namely entertainment, familiarity and social imaging have highly influenced consumer behaviour and there is no statistically significant influence from the remaining variable, advertising expenditure. The present study provides valuable implications for the fast fashion industry, providing marketers with the opportunity to use the findings for identifying their consumers’ real buying behaviour in a digital environment and to make the decisions accordingly.