Sustainability Issues in Fast Fashion Clothing

This paper aims to study the sustainability issues in the fast fashion clothing industry. The fast fashion industry quickly replicates the latest trends in clothing from fashion shows, catwalks etc. and makes it available at cheaper rates in retail markets. While this industry helps the youth to have access to new fashion at lesser rates, it uses such materials to make clothes that lead to waste that cannot be disposed of in an environment friendly manner. This leads to pollution of water, soil and air. This industry has a large number of consumers but when it comes to sustainability there is a challenge. In this paper consumer awareness on sustainability in fashion clothing and its impact on buying behavior is proposed to be studied. There is a general belief that consumer awareness transforms their buying behavior. The survey instrument is a questionnaire containing statements on the demographic profile of the respondents, their awareness levels regarding sustainability and their buying behavior in fast fashion clothing. The responses would be measured using a five point Likert scale. The respondents would be millennials and Gen Z as they are the biggest consumers in the fast fashion industry. Analysis would be done using Weighted mean scores and correlation to understand sustainability issues in the fast fashion industry. This paper would be of relevance to the players in fast fashion clothing and to policy makers in knowing consumer preferences, attitudes, awareness levels and their choices. This paper will thus help in bringing about changes in the fast fashion world to make it more sustainable. ___