The Role of Impulse Buying, Hedonism, and Consumer Knowledge Towards Sustainable Consumption of Fast Fashion

Today, consumers face overwhelmingly different choices of consumption from fast fashion retailers. This consumption transforms matter and energy, and therefore, is environmentally consequential (Hiller, 2011). On average, 68 pounds of textile products per person go to landfills each year, with additional solid waste coming from packaging, cleaning, and the manufacturing process (Hiller, 2011). The fact that clothing is consumed by everyone, every day, making it even critical to address its repercussions on our environment. While consumers are becoming aware of alternates such as recycle, re-use, donate, and buy second-hand clothing; they still need to have a broader knowledge of benefits of sustainable consumption of fast fashion (here after referred to as SCFF). In this study, we explore the impact of impulse buying and hedonism on attitude and intentions toward SCFF