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Fast fashion has raised sustainable issues in the clothing cycle from the production stage to the stage after the clothes are worn and end up generating waste. Therefore, it is necessary to adopt a sustainable approach to overcome practices that damage the ecology. This research uses qualitative methods by means of observation, literature studies, questionnaires, interviews, and the design process using Gustami theory (observation, design, manufacturing process). This research will involve several communities and their contributions to fast fashion and sustainable fashion in Indonesia to find out how much they understand about fast fashion as well as the concept of sustainable that can minimize the negative impact of fast fashion. The results of the survey above discussed public awareness and behavior towards fast fashion, as many as 62.7% of respondents knew the impact of the dangers of the fashion, while there were 29.4% of respondents who did not know the issue of fashion. However, the circumstances and conditions that result in the lack of sensitivity of the community to the environment resulted in a lack of knowledge and doubt about the issue. The data of the respondents who do not know and doubt, the need for an equitable education about this issue and the impact on the environment through media event workshops as information channels. [ABSTRACT FROM AUTHOR]

Purpose: This research considers new and unexplored explanations of why consumers continue to engage in environmentally damaging, fast fashion consumption. It explains why rational arguments alone do not prevent fast fashion consumption or encourage consumers to move toward greater adoption of sustainable fashion consumption behaviours. Design/methodology/approach: This research compared the effects of a "neutral" control and an "intrasexual rivalry" experimental condition on: (1) likelihood to buy, and (2) willingness to pay, of frequent female fast fashion shoppers (N = 184). Findings: Women use fast fashion as a conspicuous signal to other women, although this is not necessarily why they waste fast fashion purchases. Mating motives appear to produce a significant increase in fast fashion buying behaviour with women feeling intrasexual pressure to engage in consumption, and utilising consumption themselves as a self-promotion strategy. Practical implications: Retailers tackling wasteful fast fashion consumption can demonstrate that sustainable consumption provides a superior conspicuous signal to fast fashion consumption, instead of solely using rational messaging. Originality/value: Grounded in evolutionary psychology, this study uses three theories of intrasexual rivalry, conspicuous consumption and conspicuous waste to understand how both the volume and variety of fast fashion consumed are used as conspicuous signals in a mate attraction context. [ABSTRACT FROM AUTHOR]

The negative consequences of fast fashion have heightened concerns about the fashion industry's sustainability. Bacterial Cellulose (BC) has emerged as a promising biomaterial for sustainable applications in textiles and leather. However, dehydrated BC's low thickness and high stiffness pose limitations, reducing its appeal in diverse fields, including fashion, healthcare, etc. To address this challenge, a Plasticized BC-based interpenetrating polymer network (IPN) leatherette is investigated using an innovative 2-in-1 thickening process and a following softening step using Glycerol. The thickening process involves a novel "self-thickening" technique based on cellulosic mercerization and a formation of interpenetrating polymer network structure using BC and Silica skeleton. The fabricated BC-based material exhibits unique IPN structure and significant increase in BC thickness to 1.83±0.10 mm (≈ 16.64 times thicker), areal density to 2034.46±37.58 g/m 2 (≈ 16.33 times denser), moisture content of 31.09±0.48%, moisture regain of 45.12±1.01%, flexural rigidity of 3291.29±100.88 μ Nm, and improved bending modulus of 6.48±0.20 MPa (≈ 1035.27 times lower) compared to those of untreated BC. Furthermore, the durability of the Plasticized BC-based IPN leatherette is evaluated through five washing cycles, with the material retaining approximately 75.96%, 66.61%, 82.98%, and 77.39% of its unwashed thickness, areal density, moisture content, and regain, respectively. This study contributes to the value of BC-based materials in the textile and leather industries, offering a sustainable alternative to existing materials and production processes. Moreover, developing this novel 2-in-1 thickening process establishes a foundation for future research on BC functionalization in various applications, thereby contributing to sustainable development. [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]

This study explores the factors influencing sustainable fashion behavior among Indonesian Gen Z, focusing on the roles of environmental knowledge (EK), environmental attitude (EA), and slow fashion behavior (SFB). The rapid expansion of fast fashion has created significant environmental and social challenges, such as increased waste and unsustainable production. Understanding the drivers behind sustainable fashion behavior is critical to promoting eco-friendly consumption patterns in younger generations. This research employs a mixed-method approach, integrating quantitative data and qualitative insights from focus group discussions (FGDs), to provide a comprehensive view of how environmental knowledge and attitudes shape sustainable fashion behavior. It is one of the first studies to apply the Knowledge-Attitude-Behavior (K-A-B) Model in the context of sustainable fashion in Indonesia. The quantitative results show that environmental knowledge and attitude jointly influence sustainable fashion purchase intention (R² = 0.514), which in turn impacts sustainable fashion behavior (R² = 0.501). Qualitative findings from FGDs highlight a preference for sustainable fashion due to its durability and environmental benefits. The study emphasizes the importance of enhancing environmental education and promoting sustainable fashion practices to encourage responsible consumption. These findings offer valuable insights for policymakers, educators, and the fashion industry in fostering sustainable consumption patterns. [ABSTRACT FROM AUTHOR]

The purpose of this study is to bridge the gap between sustainable fashion and customer purchase intentions by analysing the current trends and offering techniques to increase sustainable fashion awareness and overcome price consumption issues among Generation Z (Gen Z) consumers. A mixed methods approach was employed in this study consisting of online surveys and focus groups surrounding the topic of sustainable apparel consumption among the Gen Z age group. Focus groups served to lead to an online survey of questions to help better understand the phenomena on an exploratory scale. Three focus groups of eight to ten volunteers each aged 18–25 from a large Midwestern university took part in 60-minute discussions regarding their understanding of fast fashion and their purchase intentions/awareness of ethical issues within the apparel industry. Online surveys were conducted through the online platform Qualtrics consisting of 29 questions with a total of 445 participants ranging from 18 to 23 years old taking part in the online survey. Main themes found in the focus groups are the idea of shopping second hand, laziness among consumers and the quality of garments. Surveys found that this age group was willing to pay up to 25 per cent more for a sustainable apparel item and that uniqueness of the item was of utmost importance. Implications for brands and retailers as well as academics are presented. [ABSTRACT FROM AUTHOR]

The fast fashion industry, characterized by its reliance on rapid consumption cycles, and short-lived garment use, has raised major environmental concerns. This industry generates over 92 million tons of waste and consumes 79 trillion liters of water annually, driven by rising consumer demand for fast fashion. As such, there is a pressing need to transition from the current wasteful fast fashion purchasing behavior to more sustainable behavior. Despite extensive research on sustainable purchasing behavior, there is still a gap in our understanding of the predictors of consumers' sustainable fast fashion purchasing behavior. To address this gap, our study utilized a survey questionnaire to collect data from a convenience sample of 123 South African consumers. We expanded the theory of planned behavior (TPB) by incorporating sustainability awareness as a background factor in the hypothesized theoretical model. We also investigated the relationships among the TPB constructs (attitude, subjective norm, and perceived behavioral control), sustainability awareness, and sustainable fast fashion purchasing behavior. By employing hierarchical regression within the extended TPB framework, we found that perceived behavioral control mediated the relationship between sustainability awareness and sustainable fast fashion purchasing behavior. Further, perceived behavioral control and its interaction with attitude significantly predicted sustainable fast fashion purchasing behavior, while sustainability awareness significantly predicted perceived behavioral control. Notably, our findings reveal that lower perceived behavioral control is associated with a stronger positive relationship between attitude and sustainable fast fashion purchasing behavior. These findings have important implications for theory and practice, and provide suggestions for future research directions. [ABSTRACT FROM AUTHOR]

Fast fashion, a prominent sector in global business, has come under scrutiny for its substantial clothing production and the resulting social and environmental impacts. A social and sustainable orientation in fast fashion is gaining traction with increased consumer awareness, prompting a shift in manufacturing practices. This paper, using a combination of qualitative (content analysis) and quantitative (survey) approaches, focuses on Zara and applies Stakeholder theory to confirm the positive impact of adopting social and sustainable initiatives on clients' purchase intentions. Our findings also underscore the significance of keeping stakeholders informed about the sustainable and corporate social responsibility initiatives undertaken by a brand. [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]

The fashion industry has become one of the most polluting industries in the world, driven by the rise of the Fast Fashion production model. In Israel, as in most developed countries, the production model of Fast Fashion conquered the Israeli market and had a profound effect on it. In response to the rise of Fast Fashion in Israel, an increasingly significant counter-movement is emerging. The sustainable fashion movement in Israel draws its inspiration from a global movement, but its roots can also be found in Judaism. Traditions, such as the year of Shmita ("sabbatical year") which forbids excessive agriculture; and the Shatnez ban—which forbids the production of clothing made of wool and linen blends, facilitates the recycling of clothes more easily and at relatively low costs; as well as adherence to labor laws that prohibit slavery. This article explores sustainable fashion in Israel and its relationship with Judaism, reviewing Israeli businesses, such as secondhand clothing stores, local designers that produce sustainably, and upcycling designers. This descriptive study aims to offer insights gained through the examination of ancient and modern values on conscious fashion consumption and it's potential to encourage sustainability in the fashion world in general. [ABSTRACT FROM AUTHOR]

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 present study gravitates around the circular economy, sustainability and the fashion industry approach, with the scenario of concern for the environmental impacts resulting from the phenomenon of fast fashion. The aim of this study was to realize a bibliometrics analysis of the Circular Economy, sustainability, and the fashion industry. The research procedure used was bibliometrics, and the appropriate proportions were saved, it allowed us to map the state of the art concerning the international scientific production on Circular Economy and the fashion industry in the bibliographic data platform Scopus. The sample consisted of 81 papers published between 2016 and 2021, and, for analysis, the Bibliometrix was used. Through the results obtained, it was found that there is a trend of increase in publications on the subject in recent years. The studies investigated are similar to understanding the Circular Economy as a breakthrough for the fashion industry. The publications are conditioned to an optimistic scenario, with research and innovations that allow the overcoming of the fast fashion model and the adoption of sustainable and circular practices. It is therefore essential that the issue is increasingly discussed, not only in the business environment; but especially with the consumer market and society. [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]

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]

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In this era of Globalization, the world's population has increased so human needs and desires must also continue to grow. Choosing needs, cannot be separated from a person's lifestyle, where fashion has become an inseparable part of daily appearance and style. The development of the fashion industry is in line with fashion which is no longer just a necessity but also a lifestyle. This research is the result of practice-based research, where local brand SukkhaCitta strives to design sustainable fashion collections by raising the issue of clothes that can heal the earth. Through this practice, Sukkhacitta retraces the footsteps of their ancestors, where SukkhaCitta makes clothes directly manually in the village without using factories. From the application of traditional agroforestry to spices used as natural pesticides. Intercropping naturally balances the carbon cycle between the soil and the atmosphere. Another attraction that SukkhaCitta tries to highlight is the storytelling behind each product it makes. This story element is what differentiates SukkhaCitta from other fast fashion products that only follow trends. [ABSTRACT FROM AUTHOR]

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.)

In recent years, the fashion and textile industries have come under pressure to manage customer expectations. Previous research has shown that female consumers tend to buy more clothing than male consumers and are understood to care more about fashion. However, existing studies that have focused on understanding consumer attitudes toward sustainable fast fashion consumption have not been particularly explored from the female consumer's perspective. Neither have they attempted to explore the impact of sustainable business strategies on purchasing behaviour. This study attempts to bridge this gap and focuses on exploring the attitude and purchasing behaviour of female consumers driven by sustainable business strategies of fast fashion firms. The research findings are based on responses from 155 female consumers, followed by interviews to triangulate the findings. The results show that female consumers are sustainably conscious and aware of the sustainable initiatives of fast fashion companies. Furthermore, the study indicates that female consumers' attitudes and purchasing behaviour are both (unconsciously) influenced by the sustainable initiatives of fast fashion companies. Therefore, fast fashion companies should investigate how their sustainable initiatives and strategies influence the female consumer in terms of attitude and purchasing behaviour. This study thus adds to the limited empirical studies investigating female consumers' attitudes, awareness and purchasing behaviours. [ABSTRACT FROM AUTHOR]

Movements like "Fridays for Future" have heightened attention to the need for sustainability, particularly among Generations X, Y, and Z. However, the consumption of fast fashion and so‐called ultra‐fashion products—an ecologically harmful business model—continues to gain momentum, especially among young consumers, not least due to fear of missing out (FOMO). FOMO is well‐known among marketing professionals as a strong trigger for frequently recurring buying behavior. Over the past 5 years, scholars have become increasingly interested in how FOMO triggers buying behavior and have begun to incorporate FOMO in their cognitive models. However, the influence of FOMO on individual fashion purchases and the relationship between brand credibility and sustainable fashion production is not yet well understood. Utilizing cross‐sectional data from three distinct samples in Switzerland and the United States, our study, which included over 650 participants, reveals that brand credibility and FOMO exert direct influences on consumers' purchase intentions for fast fashion products. We identify that FOMO has a negative moderating effect on the relationship between brand credibility and fast fashion purchase intentions. Suggesting that consumers with strong FOMO are less interested in brand credibility when making a purchase decision than those without FOMO. Additionally, we demonstrate that our findings apply to both fast and slow fashion, the latter encompassing sustainably produced fashion. Ultimately, we provide novel empirical evidence of FOMO's influence on buying behavior and shed light on the complex interplay between brand credibility, sustainability, and consumer behavior in the fashion industry. [ABSTRACT FROM AUTHOR]

Fashion Theory: The Journal of Dress, Body & Culture covers a wide range of topics in the fashion world. From exploring the influence of Chinese government policies on fashion media to discussing the role of jewelry as art, the journal delves into diverse perspectives. Articles also touch on sustainable fashion in Israel, Nigerian ceramics, and the connection between fashion and refugee literature. The journal provides insights into the complex relationship between fashion, culture, and society. [Extracted from the article]

The purpose of this study was to identify motivational factors for consumers in making a purchase decision for a fast fashion product. The term fast fashion is used to refer to cheaper replicas of luxury fashion trends. Apart from impacting the environment adversely, fast fashion has several other issues as well. Fast fashion has many sustainability issues but its demand is growing at a tremendous pace. The motives for the preference for fast fashion were explored in this study. Both primary and secondary data were used to conduct this research. The primary data was collected for this study via questionnaire. All the factors are rated on the 7-point Likert scale. Furthermore, the laddering technique of interviewing was employed to investigate the underlying values. The study revealed that “creating self-identity” is the most influencing motive for consumers in making a purchase decision for a fast fashion product, while “showing dominance” is the least influencing motive for consumers in making a purchase decision for a fast fashion product. This study offers insight into the factors influencing buying decisions for a fast fashion product. This research can help address the issue of sustainability in the fashion industry. These findings can also be used to promote sustainable fashion.

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The fashion industry has been criticised for being a source of environmental degradation and poor labour practices. Alternatively, sustainable fashion provides fashion consumers with a method of sourcing clothing in a conscious manner. Such alternatives include thrifting second-hand clothing, clothing swapping, and renting to prevent clothing in a wearable condition from being disposed. Thrifting as a form of sustainable fashion has developed both globally and in South Africa with motivations centred around environmental and financial benefits and a concern for labour practices by fast fashion brands. Despite these developments, studies on thrifting in South Africa have been limited. This paper aimed to address this paucity by investigating thrifting practices as sustainable fashion consumption. The findings revealed varied ethical motivations behind respondents' thrifting activities, the frequency at which respondent's thrift, and the challenges they experienced. This paper contributes to the current understanding of thrifting practices in South Africa and proposes recommendations for future research. [ABSTRACT FROM AUTHOR]

While waste production can contribute to a variety of environmental issues, including greenhouse gas emissions, the production of waste from fast fashion is no exception. Spanning across various sectors such as agriculture, petrochemical production, manufacturing, logistics, and retail, the clothing and textiles industry is considered one of the most polluting industries globally (Bailey et al., 2022). It is responsible for approximately 8 to 10 per cent of total carbon emissions and 20 per cent of global wastewater. In 2021, Chile, for instance, emerged as the fourth-largest importer of used textiles, and the first in Latin America. Currently, imports have surpassed 126,000 million tons per year, with China, the United States, and the Republic of Korea accounting for the majority of imports (Pérez et al., 2022). Drawing on a systematic literature review, the paper aims to shed light on the adverse environmental impacts of fast fashion as a new business approach. By doing so, the paper stresses the need for immediate legal action to halt the current practices of dumping low-quality second-hand clothing in regions of the Global South that lack the infrastructure to effectively handle such hazardous materials. On the whole, the paper concludes that textile waste, similar to plastic waste, is clearly hazardous and, unfortunately, rather obscurely regulated. [ABSTRACT FROM AUTHOR]

Purpose: Sustainable consumption is an important topic for different industries, including the fashion industry. Despite a favourable attitude of consumers towards sustainable products in the fashion industry, the actual purchase by the consumers is limited. Thus, the present study examines sustainable consumption using the theory of planned behaviour (TPB). The purpose of this paper is to study the mediating impact of strategies of justification of unethical behaviour on the gap-based relationship between a purchase intention and a purchase decision for a consumer in a sustainable clothing context. Design/methodology/approach: For the study, the primary data from 229 graduate-level fashion students enrolled in universities across India has been analyzed with the help of structural equation modelling. Findings: The study results have proven that attitudes and subjective norms can positively affect purchase intentions when it comes to purchase of the environmentally sustainable products. Further, economic rationality (ER) and government dependency (GD) partially mediate the purchase intention–behaviour gap of the justification strategies for unethical behaviour. Practical implications: The results would be helpful in implementing sustainable clothing consumption among Indian consumers. The study would be beneficial for industry professionals, export houses and scholars to discover possible reasons which can lead to the widening of the intention–behaviour gap when it comes to the purchase of the sustainable clothing consumption for Indian consumers. Critical implications for marketers from the present research assert that ER and GD are important factors that could increase the purchase intention of young consumers towards sustainable clothing. Originality/value: The results of the study contribute to the existing literature in a novel way by adding justification strategies for unethical behaviour to the TPB model. This study is innovative as it adds new constructs to the TPB model by including the three justification strategies that people use for unethical consumption behaviour (ER, economic development and GD) to gain insight into why a purchase intention–behaviour gap exists for sustainable clothing. [ABSTRACT FROM AUTHOR]

Being one of the most exploitative and environmentally unfriendly industries in the world, modern fashion industry is gradually transforming from fast to slow, showing an urgent need for sustainability. Hence, conscious or sustainable fashion as a multidimensional and multifaceted phenomenon can be defined as an awareness about all the inputs and processes in garment making industry, including natural and human resources. Despite all increased media attention to sustainability and related issues, there is still a big gap between theoretical and practical research in the sphere of arts and humanities and other branches of science, such as economy, politics, engineering, building, education etc. Thus, the article analyzes media coverage of sustainability development, namely sustainable fashion, through the prism of modern linguistics. The main purpose, objectives and language data have predetermined the use of general scientific methods (namely, deduction, data collection, interpretation and verification) as well as methods of linguistic research (namely, lexico-semantic and content analyses). The study involves 30 textual fragments selected via continuous sampling method from world-renowned fashion and style magazines, such as Cosmopolitan, Elle, Harper’s Bazaar, Marie Claire, Vanity Fair, Vogue. Moreover, 20 visual images have been chosen with the same intent. Textual and visual content has been studied within the framework of Multimodal Discourse Analysis (MDA), aiming at synergy of two modes of communication, inter alia, verbal and non-verbal means of presenting information in media. As a result of the analysis it has been confirmed that journalists and columnists of high-end mass media on fashion are using their popularity, reputation and persuasive potential in order to establish a long-term pivot to sustainability in their readers’ minds.

Theoretical background: The worldwide fashion business has confronted the demand to transit from a linear to a circular business model that involves a series of fundamental alterations to the hitherto highly efficient strategies. As a consequence, a conceptual issue concerning fashion brand value creation has emerged. This applies notably to luxury, premium and fast fashion brands. Satisfying the expectations of customers and stakeholders should cease to be simply a matter of manufacturing a varied and impressive product line, since it has to be both sustainable and sensitive to the emergent requirements of the natural and social environment. Along with the aforementioned challenges, the key messages conveyed by brands through the marketing communication are also undergoing a transformation. Purpose of the article: To present the perspectives on building fashion brand equity in a circular economy, including risks and opportunities. Research methods: A review of scientific and specialised studies, selected using specific keywords, was undertaken. Data sources included academic resources: books, articles, market data (e.g. McKinsey & Company) and statistics published on the Statista platform, as well as specialised resources: expert articles, reports from organisations approaching the issue under research (e.g. EU, UN, Fashion Revolution, the Ellen MacArthur Foundation, etc.). The search area was composed of electronic resources: licensed, open access websites and topic-related websites. The aim of the data analysis was to systematise background knowledge through an inductive method. Main findings: 1. The fashion business needs a change of mission, vision and strategy along with cooperation and coopetition among brands of the luxury goods, mass goods and organic MSMEs markets within its ecosystems in order to achieve the expected brand value. 2. The implementation of circular economy model in the fashion business implies the necessity to restrict overproduction and overconsumption of clothes and accessories at the same time as utilising sustainable raw materials and production technologies. Furthermore, it requires the dissemination of the slow fashion model, which incorporates the reuse of clothes by other users (rental of clothes, second hand, upcycling). 3. Change of consumer behaviour, popularisation of research findings and expertise from independent organizations is a factor stimulating fashion brands to act towards a circular economy in order to maintain high brand value.

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The lack of regulation of supply chains and the rise of fast fashion have created a feedback cycle of consumer culture predicated on cheap products made largely from synthetic materials. Due to a lack of oversight and regulation, the microplastics from the fashion industry have flowed into the environment unchecked, resulting in an environmental crisis that is difficult to combat. This Note examines the simultaneous rise of the fast fashion industry and complex supply chains, and the devastating impact of plastic microfibers on the environment. It will also review the limitations of the current legal framework in addressing retailer responsibility for their supply chains and the plastic they produce, and how to rectify this through extended producer responsibility and closed-loop supply chains. [ABSTRACT FROM AUTHOR]

In a context dominated by the worsening effects of climate change, as professors of a degree in Advertising and Public Relations, our students are made up of people who are not only members of generation Z -the main target audience for fast fashion- but also future creators of narratives capable of creating ecological awareness among citizens. This article presents the results of an exploratory research that responds to two objectives: to know the profile of said students as fashion consumers; and to know if the university can contribute to create an ecological conscience about the production and consumption of fashion in future advertising professionals. The research is organized into two studies, each designed to respond to each objective. A quantitative methodology is used, through the application of a questionnaire prepared ad hoc, together with a quasi-experimental methodology, with a training intervention developed within the framework of the "ConSuma Conciencia" initiative. The analysis reveals a profile of the student body that is hardly concerned by the problems represented by the fashion industry, largely unaware of its environmental impact and with few sustainable fashion consumption habits. However, the changes shown because of their participation in the training intervention allow us to be moderately optimistic since the data reflect that knowledge, attitudes and even previous behaviors of the student body in relation to sustainable fashion are modified. [ABSTRACT FROM AUTHOR]

Mainstream economics sees the solution to the problem of exploitative use of limited natural resources in a properly functioning price system. The price mechanism thus works on the principle of scarcity: if a natural resource becomes scarce, it is used less (higher demand causes an increase in the price of the resource). This argumentation is subject to the fulfilment of one condition: the price mechanism must work properly. The criticism of mainstream economics lies in the fact that the global market still offers producers locations with attractive input prices. This is how we achieve global economic growth but also an enormous increase in environmental problems. The clothing industry makes a significant global contribution to increasing the environmental burden. Enormous production is seconded here by customer demand. Specifically, fast fashion represents a constant cycle of buying and disposing of clothes, leading to a significant amount of textile waste. Consumers, with their decision-making power and choices, can be a part of a solution, but it is necessary to know their behaviour. The aim of the paper was to examine whether there exist differences among four female generational cohorts in Slovakia regarding their attitudes towards sustainable clothes and their real purchase behaviour. The questionnaire survey on the sample of n = 428 respondents was used as a method of data collection. One-way ANOVA was used to determine differences between all age groups. A Tukey post hoc test revealed that (1) Gen Y and Gen Z had significantly higher attitudes towards sustainable clothing in comparison with Baby Boomers and (2) Gen X and Gen Y expressed higher levels of purchases of sustainable clothes in comparison with both Baby Boomers and Gen Z. There were no significant differences in actual purchases of sustainable clothing between Gen X and Gen Y or between Baby Boomers and Gen Z. The oldest and youngest generations (Baby Boomers and Gen Z) do not differ among themselves but buy significantly less sustainable clothes in comparison with Gen X and Gen Y. Overall, all generations showed positive attitudes towards sustainable clothes, especially younger generations, but this was not fully reflected in their real purchase behaviour. Gen Z and Baby Boomers tend not to buy sustainable clothes, and Gen X and Gen Y are indifferent in this issue. This knowledge helps companies within the fashion industry concentrate on specific segments, tailor their communication strategies accordingly, target educational statements and adopt appropriate practices that are in line with consumer behaviour. To effectively tackle this matter, understanding diverse consumer groups can be highly advantageous, offering valuable insights into their behavioural patterns. It helps to distinguish practices that motivate female consumers to purchase sustainable clothes. [ABSTRACT FROM AUTHOR]

The textile and fashion industry is the second industry (after aviation) that pollutes the planet the most, and it uses natural and human resources excessively and irresponsibly. Fast fashion harms the environment. Fast fashion stands for low quality, low prices, constantly updated supplies, and high consumption of natural resources and chemicals. Nowadays, however, the evolution in the fashion industry from fast and unsustainable models to sustainability and a circular economy is firmly established. Fashion industry representatives are paying more and more attention to corporate social responsibility, business ethics, the implementation of circular economy principles, and the technological transition from linear production to a circular economy. The aim of this article is to evaluate the attitude of young Lithuanian designers towards the implementation of circular economy principles in the fashion industry. A problematic question is raised: how do young Lithuanian designers perceive sustainable fashion in the context of a circular economy? A qualitative semi-structured interview was used to collect data for the empirical study. The analysis has shown that the transition of the textile and fashion industry to a circular economy is a rather complex process that requires knowledge, significant financial investment in technological change, and greater consumer purchasing power in the production of products based on a circular economy. Moreover, new brands in the fashion industry do not always have enough information to start a business in the fashion industry based on a circular economy. A qualitative study conducted in Lithuania using the interview method showed that young Lithuanian fashion designers are very positive about sustainability solutions in the fashion industry and try to link their developing fashion brand with sustainability, but this is done fragmentarily rather than consistently. Young fashion designers state that they lack the in-depth knowledge and money to develop a brand in a circular economy. In conclusion, young Lithuanian fashion designers strive to create a sustainable fashion brand and link their development activities to a circular economy in a fragmentary way. Even after the research has been conducted, the question of how to get fast fashion manufacturers to produce sustainable fashion in Lithuania remains open. [ABSTRACT FROM AUTHOR]

Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion 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 International Research Journal of Business Studies is the property of Prasetiya Mulya Publishing, Universitas Prasetiya Mulya 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 aim of this study is to investigate the level of knowledge (cognition), attitudes, and behaviour of customers toward sustainability issues in the context of fast fashion. It incorporates empirical evidence that focuses on investigating what consumers know and feel, and how they behave towards fast fashion brands in the context of sustainability, and further explores whether consumers' knowledge about fashion is not sufficient to evoke environmentally friendly purchases. To facilitate a shift towards more sustainable fashion consumption if this is desirable, providing clear information about the environmental and the social impact of products and creating strong feelings, seems to be promising. The descriptive analysis of data collected from 97 consumers reveals that although most consumers claim to be knowledgeable about sustainability-related issues, they lack precise and accurate knowledge on aspects linked to the sustainable supply chain, including fabric, materials, recycling, or re-use of fashion items. Women appear to be more knowledgeable about this topic than men, but men are willing to pay a higher price for fast fashion brands that reflect their moral values. [ABSTRACT FROM AUTHOR]

Second-hand fashion platforms are considered as a solution against the fast fashion industry and its heavy environmental and social impact. Nonetheless, their net ecological impact, including the possible rebound effects, remains ambiguous. Through two studies of the Vinted platform conducted within the French context, this article examines how the affordances of second-hand platforms influence fashion consumption. Study 1 highlighted the effect of transaction facilities on boosting consumer intent to buy used clothes. Also, it indicated that consumers are more inclined to sell used clothes on fashion platforms that offer low carbon delivery methods. Study 2 enriched these results by suggesting a direct and significant effect of promotional bundles on over-consumption. The price decrease of second-hand fashion products seems to result in an added demand, conducting to a loss of ecological gains. Moreover, Study 2 showed how time spent online affects both impulse buying and over-consumption. Overall, this research, by shedding light on circular rebound effects, suggests that second-hand platforms may feed the fast fashion market. It stresses a problematic substitution between reused and new products. From a practical perspective, action levers to fight against over-consumption and reduce the ecological impact of product deliveries are offered. Finally, research avenues to foster broader responsibility in platforms are discussed. • Second-hand fashion platforms have to convince about their sustainability impact. • Platform affordances may increase the intent to purchase and to sell used clothes. • Price incentives seem to boost the consumption of second-hand clothes, conducting to circular rebound effects. • Time spent online affects both impulse buying and over-consumption. [ABSTRACT FROM AUTHOR]

Sustainable fashion refers to efforts to minimize the fashion industry’s adverse environmental and social impacts. This entry describes the industry’s entire production chain: from polyester production, cotton growth and wasteful fashion consumption patterns to landfilling, where so many clothes end up. The entry characterizes the drivers behind the industry’s poor record regarding sustainability and employee exploitation, as well as new policies around the world designed to improve the industry’s performance These include the Australian Modern Slavery law, the French law prohibiting the destruction of textile surpluses and the New York Fashion Sustainability and Social Accountability Act.

From the perspective of the responsible consumer, it is considered that part of the management and consumption system known as fast fashion is driven by a certain feeling of happiness achieved through the culture of the object. However, it is becoming evident that this industry is facing the tyranny of fast fashion, and this feeling can be considered unrealistic. The new trend for fashion brands is to promote marketing aimed at a more ethical and selective consumer, one who feels that responsible consumption makes him or her happier. This study aims to understand the perception of Spanish consumers toward sustainable fashion, and to see if this can guide fashion marketing strategy toward a happiness management model. A mixed methodology combining quantitative and qualitative methods has been designed for this purpose. The results suggest that some conclusions and advice on social and responsible marketing strategy could help companies develop sustainable fashion for Spanish consumers. [ABSTRACT FROM AUTHOR]