THE IMPACT OF CONSUMERISM ON FAST FASHION, DROPSHIPPING, AND THE SHARING ECONOMY—A LITERATURE REVIEW

Consumerism is defined as the widespread economic pursuit of consumption, rooted in liberal economic theory that posits increasing consumption is economically beneficial. It describes the influence of market economies, mass media, and advertising on individuals, shaping a "consumer culture" and leading to widespread "mass consumption." Consumption has a direct or indirect correlation with income, and marketing tactics often lead individuals to purchase items they do not truly need. This has led to the rise of ecological degradation and social inequalities. Additionally, consumerism relies on outsourced production and cheap labor, especially in developing countries, which exacerbates environmental and social damage. This literature review synthesizes current research on how consumerism has changed economic and labor systems. The focus is on fast fashion and dropshipping as manifestations of this phenomenon, and it explores the sharing economy as a sustainable alternative.