Fast fashion, together with its products, represents the core of contemporary Western fashion consumption. It is known for its specific production practices in which products face significantly short life cycles. In order to maximize their profits, fast fashion companies often use morally and ethically questionable practices. Awareness of the environmental effects of fast fashion, its effects on domestic production, unethical labour practices and other issues is on the rise, but there are also motivational drivers for avoidance which are not necessarily directly related to one's awareness of questionable issues that should be studied. We were interested in which factors influence avoiding the consumption of fast fashion products and to what extent they do so. The influence of these drivers was verified through a quantitative survey involving 162 units. We proposed five hypotheses and ultimately confirmed two of them.
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