Fast fashion and disposable item culture : The drivers and the effects on end consumers and environment

Abstract

The objective of this thesis was to find the connection between fast fashion industry and disposable item culture and evaluate its effects on consumers and environment. In today’s world, textiles are being produced and bought at a very high volume but most of them are discarded shortly after purchase. Consumers keep on spending money on items that are unsustainable, leading to the problem of short product life cycles and large amounts of waste. This thesis was written with an aim at finding out why the phenomenon of disposable item culture has emerged, what are the drivers behind consumerism in this field and what are the unfortunate consequences to our environment. The major focuses were the business model of fast fashion and its result on consumers’ behaviour and issues in waste handling.

The study was conducted by analysing existing literature, research and reports on the business model and marketing strategy of fast fashion retailers, the development of consumer behaviour, disposable item culture, consumerism and sustainability.

The results revealed a clear connection between the business model under which fast fashion retailers operate and the emergence of disposable item culture, resulting in consumerism, overconsumption and environmental issues. This is the outcome of affordable and attractive clothing, short-term decision making and impulse purchasing.