A B.C. psychology instructor says younger consumers don91裸聊视频檛 understand the negative effects of 91裸聊视频渇ast fashion91裸聊视频� and need more education in order to better shape their shopping choices.
Kwantlen Polytechnic University Surrey91裸聊视频檚 Dr. Yunzhijun Yu found that Millennial and Gen Z shoppers lack awareness of the environmental and social harm of 91裸聊视频渞eplicating recent catwalk trends and high-fashion designs, mass-producing them at a low cost, and bringing them to retail quickly while demand is at its highest.91裸聊视频�
A published research article, co-authored by Yu and colleagues Claudia L. Gomez-Borquez and Judith Lynne Zaichkowsky, says the 91裸聊视频渇ast fashion91裸聊视频� produces more than it can sell and emits as much greenhouse gases as France, Germany and the United Kingdom combined.
91裸聊视频淔ast fashion is so cheap, sometimes a new T-shirt is cheaper than the price of a cup of coffee,91裸聊视频� noted Yu, who holds a doctorate in marketing and studies consumer behaviour.
91裸聊视频淚t91裸聊视频檚 so easy to say I91裸聊视频檓 going to buy it, without realizing the cumulative effect of buying all of these things.
91裸聊视频淭here91裸聊视频檚 no simple solution,91裸聊视频� Yu added, 91裸聊视频渂ut from the evidence we have collected we can see there is indeed a shift in intention, even though it91裸聊视频檚 not enough to change their behaviour. We think that educating consumers about fast fashion is definitely on the right track.91裸聊视频�
The research is published in the Journal of Sustainable Marketing, as found on luminousinsights.net.
Young adults are a magnet for fast-fashion retailers, given tight budgets and susceptibility to compulsive buying behaviour. But that comes at a cost, according to Yu, who says the textile-dyeing industry is the second largest polluter of the world91裸聊视频檚 clean water and creates millions of tons of waste each year.
Researchers asked 104 undergraduate students questions to assess attitude, behaviour and knowledge of fast fashion, and later repeated the study with a different set of students. Investigating if consumption habits might be changed through education, researchers also engaged with a class of 30 students enrolled in a consumer behaviour course.
They found Gen Z and Millennial students care about sustainability, but lack awareness of the environmental and social impacts of fast fashion. They also found some indication that education might shift young consumers91裸聊视频� purchases from quantity to quality, but concluded that may be 91裸聊视频渁 slow, difficult task.91裸聊视频�
The research evidence suggests there is a tendency for young consumers to put limited thought into what they91裸聊视频檙e buying when it comes to fast fashion. Lured not only by budget-friendly prices, young consumers are also drawn to fast fashion91裸聊视频檚 ability to help establish their identity and sense of self, the researchers suggest.
For a third study, they collected data from the second-hand clothing market, finding little demand for reselling used fast fashion due to its initial low price. Thrift stores do offer consumers a chance to buy low-cost unique items and save them from the landfill, but some buyers simply use these outlets to find garments to resell at a higher price elsewhere.
91裸聊视频淒isappointingly we found that fast fashion is just so cheap, it91裸聊视频檚 not even attractive for people to think about bringing fast fashion clothing to second-hand markets,91裸聊视频� Yu said in a KPU news release. 91裸聊视频淚t91裸聊视频檚 very concerning that the fast fashion industry is so different from traditional clothing.91裸聊视频�
Instead of getting a new life in thrift stores, fast fashion often ends up in the garbage or sent to developing countries where they have a detrimental effect on local clothing industries.
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