Fast-fashion consumption in Canada: the attitude-behaviour gap in changing consumer’s behavior

The fast-fashion industry’s prominence continues to grow yet consumers still remain in the dark on the socio-economic and environmental impacts of the industry. This study attempts to not just understand the consumer’s awareness of these impacts but also to identify opportunities to change their shopping behaviour along with any barriers to change that exist. A total of 14 interviews amongst Canadian consumers were conducted and analysed using grounded theory methodology. The analysis reveals that consumers have very limited knowledge of the industry’s impact and their continual contribution to the industry are centered around culture, lack of awareness, budgeting and price, self-perception, and resistance to alternatives. This analysis shows that cultural influences and one’s self-identity is a significant motivator behind fast-fashion consumptions and not just price-sensitivity. These revelations may be of interest to sustainability leaders and leaders of high-quality apparel brands that are interested in acquiring fast-fashion consumers