DOI - Mendel University Press

DOI identifiers

DOI: 10.11118/978-80-7509-820-7-0083

FAST FASHION AND SUSTAINABLE DEVELOPMENT

Šárka STOJAROVÁ

Approximately half of the world's clothing production is made from cotton, the cultivation of which irreparably damages the planet. In today's hectic times, when business processes are gradually accelerating, the concept of fast fashion is increasingly appearing in the textile industry. The consequence of this trend is the above-average production and consumption of clothing. To find out the results, qualitative research was carried out, indepth interviews as well as quantitative research. The questionnaire survey was performed. The quota feature for data collection was age in generations X, Y, Z according to current data from the Czech Statistical Office for 2019. Generations are defined according to Kotler. The questionnaire survey took place in the first quarter of 2020 using an electronic questionnaire in the Umbrella system. For Czech consumers, the most famous representatives mass retailers of fast fashion are H&M, New Yorker, Zara, C&A, Takko, and Pepco. Part of the quantitative research was also testing hypotheses depending on the generation, awareness of fast fashion, frequency of clothing purchases, and clothing recycling. Knowledge of the term fast fashion depends on the generation; this term is understandable especially to the youngest Z generation. The frequency of clothing purchases does not depend on the generation. Also clothing recycling is not generation dependent according respondents. Slow fashion has become a sustainable consumption movement that is the opposite of fast fashion. But the current lifestyle of most people does not lead to slow fashion. In fact, there is a big difference between the ideas of sustainable development and the actual shopping behaviour of the consumers. Based on the result, the attitude of customers and society to the purchase, recycling and disposal of clothes is discussed. The issue of waste over time is also described in the article. These topics are a great challenge for the future of economic entities, the efforts of political representation and, above all, the quality of our lives and the quality of lives of future generations.

Keywords: consumer behaviour, fast fashion, sustainability, sustainable development, waste

pages: 83-90



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