Consumer Behaviour and Its Impact on Fast Fashion Trends
| Vol-4 | Issue-9 | September-2019 | Published Online: 16 September 2019 PDF | ||
| Author(s) | ||
| Smt. Pranoti Ramkrishna Aitwade 1; Smt. Anuradha Narayan Yadav 2 | ||
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1Lecturer, Government Residential Women's Polytechnic, Latur 2Lecturer, Government Residential Women’s Polytechnic, Latur |
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| Abstract | ||
| The global fast fashion industry has undergone a remarkable yet deeply problematic transformation over the past two decades. Driven by the twin engines of social media proliferation and supply chain efficiencies, fashion retailers now introduce new collections at an unprecedented pace—some brands releasing as many as 52 micro-seasons annually. This study examines the intricate relationship between consumer behaviour and the perpetuation of fast-fashion trends, drawing on both quantitative survey data and secondary industry sources to develop a comprehensive analytical framework. The primary objectives of this research are threefold: to identify the key psychological and socioeconomic drivers that motivate consumers to participate in fast fashion consumption; to evaluate the environmental consequences of these behavioural patterns, particularly with respect to water depletion, carbon emissions, and textile waste generation; and to assess how sustainable fashion alternatives are perceived and adopted—or resisted—within mainstream retail markets. A structured survey was administered to 380 respondents across urban and semi-urban demographic segments, supplemented by analysis of industry reports, peer-reviewed journal articles, and organisational sustainability disclosures. Statistical tools, including descriptive analysis, Pearson correlation, and multiple regression, were employed to test five core hypotheses relating consumer attitudes, social influence, and price sensitivity to fast fashion purchase frequency. Findings indicate that social conformity pressure, perceived affordability, and trend novelty are the most significant predictors of fast fashion consumption. At the same time, environmental awareness alone demonstrates only a modest inhibitory effect unless accompanied by visible sustainable alternatives and institutional reinforcement. The paper concludes with policy recommendations for regulators, retailers, and educators and identifies gaps for future longitudinal and cross-cultural research. | ||
| Keywords | ||
| Fast Fashion, Sustainability, Consumerism, Affordability, Trendiness, Conformity | ||
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