Greener Fast Fashion : An analysis of how the interplay between consumers and fashion companies affects the sustainability trend in the fashion industry

Definitions: Throughout this study, sustainability refers to environmental sustainability which is defined as “meeting the needs of the present without compromising the ability of future generations to meet their own needs” (United Nations, n.d.). Although this study focuses on environmental sustainability, it is important to note that social and economic sustainability are key factors for companies to consider. Introduction: The fashion industry is growing and fast fashion contributes to the growth where many companies and consumers choose fast fashion despite its negative environmental impact. However, sustainability is an emerging trend for both companies and consumers. There are many factors influencing companies’ innovation and supply chain as well as consumer consumption patterns. There exists an imbalance on the market concerning consumer awareness and companies’ sustainability work. Purpose: The purpose of this research is to gain a deeper understanding of the sustainability work that companies are involved in and the current consumer consumption patterns as well as identifying which factors slow down the conversion to a greener fashion industry. Method: The nature of this study is a qualitative method using interviews with an abductive approach. 103 semi-structured interviews were conducted for the collection of empirical data. Conclusion: The results of the study indicate that fashion trends reflect social context and impulse buying is a factor that drives unsustainable consumption. To decrease impulse buying companies can limit product choices, work to increase consumer awareness, and convert back to traditional fashion. It is ultimately the companies that have the power to drive the sustainability trend forward