Is the Transition to Bioeconomy a Sustainable Solution in Fast-fashion Industry, Considering the Overconsumption? - Premises for Future Research

Abstract

The main objective of the paper is to inquire if bioeconomy is a “saving” sustainable solution to major problems caused by fast-fashion industry - consumption of non-renewable and scarce natural resources, waste generation, pollution - in the actual conditions of overconsumption and consumption intensification due to accelerated increase of global population. A closer look reveals that not only that fast-fashion industry is not bridging the gap to sustainability, but also that its transit to bioeconomy (which is the main alternative proposed by global organisms to increase sustainability) may deepen the global issues wanted to be solved, if the current business models are maintained. Insides evidence that individual overconsumption outpaces the fast-fashion industry’s efforts to create a sustainable bio-economic system, thus is imperative to redesign the business models to use less important natural resources and to reduce the environmental impact, while in parallel discourage the overconsumption. Consequently, fast-fashion business models need to have a sustainable holistic approach and incorporate sustainable measures, which are able to shift the consumer behaviour from overconsumption to sustainable choices, in their marketing objectives, strategies and actions. Based on the findings, premises for future research were proposed.

The Fashion Industry and its Problematic Consequences in the Green Marketing Era a Review

“…Unfortunately, consumers may not be aware of the costs of cheap fashion and the excesses of fast fashion need to be highlighted and communicated by policymakers, industry players and various stakeholders to guide consumers towards more sustainable fashion that fast fashion and its production, sourcing, design, marketing and consumption [37]. If sustainability is a goal, the fast fashion industry needs to change its practices and integrate marketing strategies that encompass the entire marketing mix (4 P's), resulting in reshaping the industry, reducing consumption, frequency of purchases, setting higher prices, less discounting, fewer collections per year, limiting the number of physical shops, extending the life of products through higher quality, active promoting of sustainability and value to reduce overconsumption and lower environmental impact [14]. Currently, consumer behaviour may also be influenced to some extent by the COVID 19 global pandemic.…”

“…From an existential perspective, sustainability and sustainable production and consumption is no longer a luxury or a choice, but a necessity [14]. Therefore, this paper aims to obtain evidence of problematic consequences of the fast fashion industry in the sustainability context and to review the option of the green marketing approach as a way to reduce the negative impacts.…”

From Clothing Rations to Fast Fashion: Utilising Regenerated Protein Fibres to Alleviate Pressures on Mass Production

“…Over the decades, industrialisation has caused the exhaustion of our planet's natural reserves [31]. Humans are now overusing the Earth's biocapacity by at least 56% [32].…”

“…Over the past 50 years, the way in which we produce and consume fashion has changed drastically [10]. Alongside a growing population, excessive seasonal collections [95], low prices [96], discounts and promotional campaigns, the ease of online shopping, and the influence of social media [97] have pushed individual consumption to the limit [31].…”

“…As discussed in Section 3.2.2, although consumption has increased, the number of usages has decreased by 36% compared to just 15 years ago [39]. It is suggested that this reduction in use is not only a result of our temptation to buy new garments but is also a consequence of cheaply made, low-quality garments [64,[98][99][100], which can result in a lack of attachment between product and consumer [31,100].…”