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How do Millennials reconcile their consumption of fast fashion with ethical concerns?
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Resumo(s)
The domination of ‘fast fashion’ retailers in the contemporary fashion industry is due to
their ability to deliver style-conscious product ranges in minimal time, satisfying consumer
lifestyle preferences for continuous change. As consumers of fast fashion, Millennials are also
considered a socially conscious group, taking on a more substantial role in the growth of ethical
consumerism. This study attempts to address the dichotomy between their fast fashion
consumption behavior and concern for ethical issues by identifying the strategies these consumers
take to rationalize this ‘ethical purchasing gap’.
Descrição
Palavras-chave
Fast fashion Consumption behavior Ethical consumerism Millennials