Consumer sustainability perspectives on fashion

Abstract: Fast fashion is an industry that is closely linked to the cause of climate change, and it is the second largest industry to contribute to pollution. In Sweden, one of the largest groups to consume fast fashion is young consumers, i.e., Generation Z. The same generation is also the information generation, meaning that they are the ones to solve the climate crisis. Social practice theory (SPT) is used to understand the reason behind different practices in society. But is lacking in research on fast fashion. This study, therefore, aims to understand the reasons, values, and practices through the lenses of SPT for why young consumers (Generation Z) in Sweden consume fast fashion despite knowing its effects on the environment. To understand the phenomenon, data has been collected on young consumers in Sweden (age 17-21) in two different cities. The analysis and data show that price is a big factor, the availability of secondhand stores also affects the possibility to choose another option. Climate change is something that was less important for most of the respondents and can be understood as a dying trend. It can be understood that Generation Z is not a homogenous group in Sweden. The findings also suggest that the SPT model should ideally be implemented with a study on external factors to describe possible reasons for understanding a practice as well to enable other practices which can be more sustainable