Ethics of Fast Fashion: A Critical Review of Literature on Sustainability and Consumer Behaviour in the Fashion Industry

Abstract: The fast fashion business has transformed clothing design, production, and consumption, but at a high social and environmental cost. This paper critically assesses the literature on fast fashion ethics by examining the intricate connections between consumer behaviour, sustainability, and the fashion business. Through a thorough literature review, this study identifies the negative aspects of fast fashion, such as problems with environmental degradation, worker exploitation, and waste management. The study examines how consumer behaviour contributes to continuing unsustainable fashion practices, emphasising the conflict between cost, convenience, and sustainability. Additionally, this research looks at how the sector addresses sustainability issues, such as CSR programs, eco-friendly product design, and sustainable manufacturing practices. The study highlights the need for a more thorough knowledge of the ethical consequences of rapid fashion by pointing out gaps in present research and practice. This study concludes by urging stakeholders to reevaluate their values and areas of interest to participate in the current discussion around the ethics of fast fashion. This study aims to motivate customers to demand more ethical and sustainable design choices and promote positive change in the industry by emphasising the urgent need for sustainable fashion practices. Keywords: Fast Fashion, Ethical Fashion, Consumer Behaviour, Sustainability, Environmental Degradation, Worker Exploitation, Waste Management, Sustainable Design, Supply Chain Practices JEL Classification Number: L67, Q56, D12, M14