Digital Kimono: Fast Fashion, Slow Fashion?

Purchase intention toward sustainable fashion brand: analysis on the effect of customer awareness on sustainability on willingness to pay

“…From its low price to the up-to-date goods to fashion trends, people won't hesitate even a little bit to purchase the product, fast-fashion is a very familiar term for customers (Hall, 2018;Joy, Sherry, Venkatesh, Wang, & Chan, 2012;Rauturier, 2018). Fast-fashion brands are demanded to produce clothes according to seasons and styles made by luxury brands.…”

“…Due to the high demand, the fastfashion production process contributes lots of waste to the environment. Moreover, studies stated that final goods of fast-fashion production are not durable due to the lowcost material used in the production process and the rapid change of consumer taste (Hall, 2018;Joy et al, 2012).…”

Social campaigns to encourage responsible fashion consumption: qualitative study with university students

“…The last decades have been characterized by prominent research around environmental issues from the perspective of responsible consumption and variables that affect decisionmaking, pro-environmental attitudes and behaviors, among others (Marroquín & Palacios, 2018). So, it is possible to empower a generation of consumers with a higher level of responsibility for and awareness of the fulfillment of their needs through ecological and sustainable consumption, the purchase of eco-friendly goods and services and behaviors recycling and reuse practices, among others (Agrawal & Gupta, 2018;Hall, 2018). For this various ethical consumption strategies associated with lifestyles should be implemented (Papaoikonomou, 2013).…”

“…It also found that in 2017 about 20 % of polluted water from the fashion industry comes from textile dyeing processes (Guo et al, 2020). On the other hand, Japan produces around 1.97 million tons of textile waste each year, of which only 10 % is recycled (Hall, 2018), showing that the consumption of garments is directly related to the waste it causes in higher-income economies.…”

“…This global trend, in which most textile and fashion industries are involved, means that these products' life cycle has been ostensibly reduced. Thus, companies offer high-end, low-priced fashion products to consumers that are updated within a few weeks, rather than seasonally as in the past, giving rise to changing fashion trends, more volatile demand patterns, and fast fashion (Hall, 2018;Joy et al, 2012).…”