BOOM of FAST FASHION, TRAGEDY of the ENVIRONMENT?

The booming fast fashion industry fuels a throwaway consumer culture that has negative environmental impacts. Sustainability branding of fast fashion is like solving a paradox. Why do Millennial and Gen Z consumers say they want sustainable fashion while being the biggest buyer of environmentally unsustainable fast fashion? The tragedy of the commons was introduced to cast insights into this attitude-behavior gap. The case then challenges readers to comprehend the underlying mechanisms in connection with consumer behavior and to apply the learning in developing meaningful action plans as solutions to the challenges. This case may be used in undergraduate and graduate business courses covering topics in consumer behavior, marketing, management, entrepreneurship, sustainability, and business ethics. Learning Outcomes: 1. Propose private-ownership vs management-authority approaches to solving a potential environmental tragedy from fast fashion overconsumption. 2. Develop a social marketing program to engage and affect actual changes in their consumption behavior.