International Journal For Multidisciplinary Research

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Bridging the Awareness–Behavior Gap: Gen Z Fast Fashion Consumption and Its Environmental Consequences

Author(s) Prof. Dr. SHANTI suresh suresh, Ms Shruthi Sadanandan
Country India
Abstract This study investigates the gap between consumer awareness of fast fashion’s environmental consequences and actual purchasing behaviors, exploring the economic, psychological, and social drivers that sustain high-volume, low-cost apparel consumption. Adopting a mixed‐methods design, we combined secondary industry data—highlighting that the textile sector consumes 98 million tonnes of non-renewable resources, uses 93 billion m³ of water, emits 12 billion tonnes of CO₂ annually, and generates 92 million tonnes of textile waste—with a primary survey of 1,200 internationally diverse consumers. Descriptive statistics and correlation analyses, reveal that although 88 percent of respondents recognize fast fashion’s environmental toll, only 14 percent consistently choose sustainable alternatives. Price sensitivity (mean = 4.2/5) and trend adherence (4.0/5) significantly outweigh environmental concern (3.1/5), and social media influences nearly half of all purchase decisions. A weak positive correlation (r = 0.18) between sustainability awareness and reduced fast fashion consumption underscores the limited impact of information alone.
The findings focus on three-fold approach to improve awareness and adopt sustainable practices by the fast fashion Industry-they are as follows
1.Regulatory frameworks mandating corporate transparency and due diligence;
2.Adoption of standardized, action‐oriented sustainability scorecards by brands;
3.Targeted consumer engagement strategies that reframe sustainable apparel as aspirational and accessible.
These integrated interventions offer a pathway to align consumer behavior with ecological and social stewardship in the fashion industry.
Keywords Fast Fashion, Gen Z,Environment,Behaviour.
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-07-07
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.50518
Short DOI https://doi.org/g9s9nk
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