The Dark Side of Fast Fashion - : In Search of Consumers’ Rationale Behind the Continued Consumption of Fast Fashion

Abstract: This study investigates the underlying rationale of environmentally and socially conscious young Swedish consumers for their continued consumption of fast fashion. Furthermore this study assesses influential factors that shape young Swedish consumers’ attitudes and beliefs towards fast fashion. The fast fashion business model is largely based on the exploitation of poor working conditions and lack of environmental protection laws in the production countries. However, consumers are becoming increasingly aware of this dark side of fast fashion and the retailers are addressing their concerns with selective organic clothing collections. In order to gain in debt understanding of young Swedish consumers rationalizations, I applied an inductive research approach based on the philosophy of interpretive social science. More specifically I conducted semi-structured interviews with 12 Swedish participants between the ages of 18 and 25. The findings of this study show that the participants prioritize price, quality and how the clothes look over where they have been produced and under what circumstances. Furthermore, the interviewees indicate a high dependency on the Swedish government to punish misconducts of fast fashion retailers. Greenwashing, the Swedish school system as well as a green trend in contemporary Swedish society seem to shape young consumers attitudes and beliefs towards fast fashion. Future research could investigate how the Swedish government and the Swedish school system can take a more pro-active role in educating their citizens and students about the actual negative impacts caused by the overconsumption of fast and disposable fashion towards society and environment.