fast fashion buyers feel a lack of personal responsibility despite environmental concerns
A study from RMIT University reveals that ultra-fast fashion consumers often prioritize price and convenience over their stated environmental concerns. The research highlights a phenomenon called 'strategic spontaneity,' where shoppers plan purchases around sales and discount notifications.
Why it matters
Understanding the gap between consumer values and purchasing behavior is critical for addressing the environmental impact of the fast fashion industry.
A new study of ultra-fast fashion buyers found price was one of the biggest shopping motivators. ( AP: Richard Drew )
Link copied Share Share article Shoppers of ultra-fast fashion companies, such as Shein and Temu, say despite being aware of environmental and ethical concerns, other factors such as price, convenience and not feeling personally responsible keep them coming back.
A new study published in the Journal of Global Fashion Marketing this week found millennials, who frequently expressed concern about ethical and sustainability issues, often did not translate this concern into purchasing behaviour.
The study surveyed 20 Australian millennials who shopped on ultra-fast fashion sites about what informed their purchasing behaviours.
It found affordability, convenience, promotions, social media trends, novelty, variety and social validation were the biggest purchase drivers.
For some, affordability meant they were likely to purchase styles they may not usually try and make riskier choices.
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