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TikTok, with its visual content and setup, has emerged as a powerful platform for fast fashion. This study examines how Zara uses TikTok to communicate with consumers, promote products and strengthen its brand. Content strategies, interaction with users and the impact on brand perception were analysed. Collaborations with content creators and special launches were found to broaden the audience and generate greater engagement. Video length also influences success, with an inverse correlation between length and likes. This analysis provides insights to understand and optimize brands' presence on TikTok. [ABSTRACT FROM AUTHOR]

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 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 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]

Purpose: Fast fashion brands in Asia are increasingly incorporating corporate social responsibility (CSR) into their business strategies in response to the mounting environmental and social concerns. The study aims to provide insights into the current landscape of CSR practices and communication within the Asian context through focusing on two prominent Asian brands to understand how these fashion brands articulate and convey their CSR activities on their respective websites. Design/methodology/approach: This study used a qualitative content analysis to critically evaluate the CSR communication used by Uniqlo and Shein, with the incorporation of signalling theory as a theoretical framework to discuss the observed elements on their websites. Findings: The results indicate that the two Asian fast fashion brands actively engage in CSR's environmental and social dimensions. Notably, the social dimension is more prominently expressed on both brands' websites than on other dimensions. Through a nuanced interplay of colour, imagery and keywords, these Asian fast fashion brands strategically signify their commitment to environmental stewardship and stakeholder well-being. Originality/value: This study fills a gap in the literature by examining CSR programs on Asian-owned fast fashion brands' websites through the application of signalling theory. The research contributes to the theoretical foundation of CSR communication outcome research, offering actionable insights for marketers entering the Asian fashion market to enhance brand reputation and legitimacy. [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]

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]

AbstractThe 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]

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]

Copyright of O Social em Questão is the property of Faculdades Catolicas - Pontificia Universidade Catolica do Rio de Janeiro 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.)

This study deconstructs the representations of fast fashion-triggered environmental injustice in three widely viewed eco-documentaries produced by public service media in regard to causal responsibility and treatment responsibility attributions from a multimodal critical discourse analytical perspective. Discursive practices associated with causal responsibility attributions include reinforcing the racialized perpetrator-victim dichotomy between the North and the South, redirecting blame to the generic consumers, and paradoxically justifying the problematized status quo. Discursive practices associated with treatment responsibility ascriptions include portraying individual actions as the solution, presupposing technology as the solution, picturing the Northern actors as the problem-solvers, and legitimizing business-as-usual approaches as the best compromise. These findings suggest that the three eco-documentaries reflect and perpetuate the wider discourse of neoliberal and neocolonial environmentalism, arguably rendering the meaning-making of environmental justice shallow and undermining possibilities of empowerment and radical change. Suggestions for media practitioners and environmental communicators informed by the analysis are offered. [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]

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 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.

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.

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]

Slow fashion has emerged as a response to the environmental and ethical problems of fast fashion. Despite this trend, actual purchase behavior appears to lag behind. By employing the environmental sustainability consciousness framework and the knowledge‐attitude‐behavior model, this study specifically explores the impact of environmental sustainability consciousness, including knowingness and attitude, on Generation Z and Millennial's slow fashion practices. A total of 1966 responses were analyzed using the partial least square structural equation modeling. The measurement scales were validated through confirmatory factor analysis. The hypothesized relationships were confirmed. The study sheds light on the critical link between environmental consciousness and sustainable consumption practices in fashion, which is of paramount importance given the growing environmental and ethical concerns associated with fast fashion. Furthermore, the current study aims to bridge the gap between knowing/attitude and actual purchase behavior in the context of the emerging slow fashion trend. [ABSTRACT FROM AUTHOR]

AbstractIn an attempt to solve the sustainability problem of textile waste occasioned by fast fashion was investigated. These textile wastes were envisioned as a medium to form “orifabric”, which was arranged artistically to depict a visual artwork (cityscape). Visual artworks are rendered through painting, drawing, printing, and photography for numerous purposes. However, in this study, “orifabric” was used as a technique for visual artwork creation. The study used a practice-led research approach. Textile wastes collected from garment manufacturers and female consumers were processed. Thereafter, orifabric technique was used to form the sonobe cubes (SCs) for visual artwork production. These SCs were divided into four different categories and artistically arranged on six panels that made the cityscape. The findings revealed that a total of 109.54 yards of textile waste were used to create an artwork (cityscape) for indoor and outdoor decorations. This revealed that nonconventional techniques of visual artwork creation do not only create appealing artwork but also consume a huge amount of textile waste for artwork production. The outcome did not only simulate the ambience of the indoor and outdoor spaces, but also helped to address the sustainability challenges posed by fast fashion. [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]

The article discusses the creation of an interactive exhibition called the TextilLab, which aims to educate students about sustainable textiles. The exhibition addresses the lack of knowledge and awareness about sustainability in the textile industry among consumers and teachers. It provides a hands-on learning experience and incorporates interdisciplinary content from subjects like biology, geography, and textile design. The curriculum includes various stations that cover topics such as the value of clothing, environmental impact, and textile identification. Feedback from students highlighted increased knowledge and engagement with the topics. The article emphasizes the importance of addressing sustainability in education and the potential for further research in similar learning settings. [Extracted from the article]

In today's phygital world, the present study demystifies the impact of perceived benefits of Livestream shopping on the purchase intention of users toward fast fashion apparel aligned with theory of planned behavior. The uniqueness of the study is that it presents a novel stance by integrating stimulus-organism-response (SOR) theory and theory of planned behavior (TPB) to propose a comprehensive framework encompassing the relationship between perceptions, attitude and intention in the case of livestream shopping. It also extends the model by incorporating drivers- portal's quality and influencer's advice as the moderators to bridge the prevailing gap in literature. Structural equation modeling is applied to analyze the direct and indirect relationships (with attitude as a mediator) in the proposed model followed by evaluating the moderated mediation of portals' quality and influencers' advice through SPSS (Hayes, Model 21). Data is collected from 276 respondents using snowball-sampling technique. The novelty of this research lies in its investigation of the mediating role of attitude between perceived benefit of live-stream shopping and intention to purchase, where influencers' advice was found to have moderated mediation between attitude and intention to buy. On contrast, portals' quality had no significant moderated mediation effect between perceived benefit and attitude. This study broadens the scope of the application of the SOR model to contribute to the growing body of literature on live stream marketing. [ABSTRACT FROM AUTHOR]

Copyright of Actas de Diseño is the property of Facultad de Diseno y Comunicacion, Fundacion Universidad de Palermo 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 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]

Proper management of post-consumer textile waste (PCTW) is vital to the sustainable development of circular economy. This study systematically analyze PCTW studies from 1995 to 2021 focusing on demographics, motivations, and reasons of PCTW management. A PRISMA approach is adopted for the bibliometric analysis. It is found that very few PCTW studies focused on the behavioral, physiologic, and cultural aspects. Recently, there is an increasing trend in PCTW publications, with a 73% increase in research output over the 15 years. USA stands out as the most productive country. Demographics such as income, age, and gender appeared to be the most significant role in shaping consumer behaviors, contributing to around 50% of the studies. There is a lack of studies involving participants below the age of 18, omitting one of the key stakeholders of PCTW management. We found gender bias in research participants, and many published PCTW studies focused exclusively on female consumers. Convenience and the condition of clothing items are important factors influencing consumer-disposal decisions, while environmental concerns are pivotal motivations driving recycling behaviors. More studies on gender stereotyping and cultural appropriation are recommended to better understand PCTW generation, recycling, and disposal behaviors. [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]

The emergence of fast fashion in the global fashion industry has changed consumer consumption patterns. However, unsustainable fast fashion consumption patterns pose a risk to environmental and social sustainability. Indonesia, the fourth most populous country in the world, has many consumers who use fashion products, including fast fashion. However, the fashion orientation factors and intentions that consumers have always lead to certain behaviors. This study aims to examine the factors that influence Indonesian consumer's behavior toward their choice of fashion products. Four hypotheses based on the theory of the influence of Fashion Oriented on the choice of Fast Fashion and Sustainability Fashion on Buying Intention of Indonesian consumers. Research was made to form a hypothesis system, as many as 150 valid questionnaires were collected by random sampling in several cities in Indonesia. Data analysis and hypothesis testing were conducted using SEM Amos statistical software. The results show that Indonesian consumer's behavior towards fashion products tends to be positively influenced by fast fashion. In contrast, fashion orientation has a negative impact on sustainability fashion. On the other hand, fast fashion and sustainability fashion have a positive influence on purchase intention. The findings provide insights into the habits and knowledge of Indonesian consumers in choosing fashion products. [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]

Fast fashion has revolutionized the fashion industry with low-cost and fast-produced garments; however, this fast pace threatens environmental sustainability and triggers the climate crisis. As in other sectors, the fashion industry is expected to pioneer sustainable production and consumption practices in line with the sustainability goals. Communication plays a key role in sustainable consumption practices, and the United Nations (UN) recommends that brands develop communication campaigns that will raise awareness about sustainable consumption and create a sustainable fashion movement. In this regard, the present study examines the reflections of communication activities of fashion brands regarding sustainable production and consumption (SDG 12) on the sustainability and brand perception of young consumers aged 18- 25 living in Istanbul. In-depth interviews were conducted with 12 participants affiliated with various universities in Istanbul using a jungmental snowball sampling method. The data were analyzed through narrative analysis based on the Situational Theory of Problem Solving (STOPS). The study results revealed that most young consumers have a high level of knowledge and interest in sustainable consumption (SC). It was determined that although they were aware of the sustainability messages of fast fashion brands (FBBs), they held varying opinions in their purchasing decisions. [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]