Fast Fashion as a Reflection of Risk Society and the Culture of Unsustainability: Insights from Youth in Croatia

This paper researches the fashion industry’s role in perpetuating global unsustainability, linked to the sociological context of a risk society in high modernity. As one of the world’s largest polluters, the industry significantly contributes to textile waste, further intensified by fast fashion model, highly popular among younger generations worldwide. A 2024 online survey of 802 young respondents in Croatia, including students, high schoolers, employed youth, and the unemployed, reveals that most shops at fast fashion chains, trust brand labels, and do not prioritize biodegradability or recycled materials. While they express some concern about fashion waste, price remains their primary purchasing criterion. Although familiar with concepts of fast and ethical fashion, most are unaware of greenwashing and do not consider ethical practices important when buying clothes. Our findings indicate that the transition to sustainable fashion remains uncertain, not only due to the industry’s profit-driven nature but also because of a broader cultural mindset that promotes overconsumption and a throwaway mentality. Without systemic changes to the entire fashion paradigm, the industry will continue to be a battleground between economic profit and environmental sustainability, with lasting consequences for future generations.