While clothing shopping was once an occasional pleasure, it’s now a hobby for many people – fueled largely by the growth of fast fashion.
Now a study has shown how Generation Z is fueling the fast fashion crisis.
Researchers from Sheffield Hallam University found that while young Britons want sustainable clothing, 90 percent still choose fast fashion – and only 16 percent can name a single sustainable fashion brand.
Researchers at Sheffield Hallam University found that while young Brits want sustainable clothing, 90 percent still choose fast fashion (stock image)
Fast fashion, according to Earth.org, refers to “cheaply produced, budget-priced garments that copy the latest runway styles and are pumped through stores quickly to maximize current trends.”
Studies have shown that the practice of producing cheap clothes quickly and en masse has several devastating effects.
“From growing water-intensive cotton, to releasing untreated dyes into local water sources, to low wages and poor working conditions for workers; The environmental and social costs associated with textile manufacturing are widespread,” Washington University researchers explained in a 2018 study.
In the study, the researchers wanted to understand the attitudes of Gen Z born between 1997 and 2012 towards fast fashion.
The team surveyed 56 university students aged 18 to 24 and four over the age of 24, and questioned six in depth about sustainable clothing – garments made without exploiting workers or animals and with low carbon emissions.
The results showed that nine out of ten participants bought fast fashion and only one in six could name a brand that makes sustainable clothing.
According to the results, female participants campaigned more often than men for sustainable clothing.
The researchers found that 63 percent of students agreed they were concerned about the social impact of the fast fashion industry, while 48 percent said they were concerned about the environmental impact.
Only three percent said they were not worried about it.
17 percent admitted to shopping at a fast fashion retailer every week, 62 percent monthly, and 11 percent annually despite concerns about social and environmental impacts, with just 10 percent saying they have never shopped at a fast fashion retailer to have bought .
Less than half of those surveyed gave thought to where and how their clothes were made before making a purchase.
Fast fashion, according to Earth.org, refers to “cheaply produced, budget-priced garments that copy the latest runway styles and are pumped through stores quickly to maximize current trends.”
Generation Z is increasingly concerned about the planet, with 94 percent believing action is needed around sustainability, according to the research team.
The poll showed that all participants had negative connotations for “fast fashion” and associated it with words like “unsustainable, unethical and poor quality”.
The participants who admitted to having bought from fast fashion companies showed a gap between pro-sustainability ideologies and observed behavior.
dr Marc Duffy, who was part of the research team, said: “Generation Z is increasingly concerned about the planet, with 94 percent believing action is needed around sustainability and that we need to come together to solve important issues.
“All participants were negative about the term ‘fast fashion’, citing words like ‘unsustainable, unethical and poor quality’.
“But the large proportion who admitted to buying fast fashion shows a clear gap between pro-sustainability ideologies and observed behavior.”
He added that the women surveyed: “Supported sustainable fashion, declaring that they would be willing to pay more or even boycott unethical brands.
“All the women said they would be willing to pay more for sustainable clothing, but the men didn’t.”
In contrast, said Dr. Duffy that the men surveyed showed a “lack of concern and knowledge about sustainable fashion”.
However, he added: “Their shopping habits were significantly more sustainable than women’s, buying less fast fashion and sourcing clothes from more sustainable retailers.
“That wasn’t intentional though – they preferred these brands as they were seen as trendy and cool.”
The research team identified six key barriers to purchasing sustainable clothing: price, lack of knowledge, lack of choice, lack of aesthetic choice, skepticism about commercial transparency, and social desirability.
