RhetTech
Abstract
Millennials and Generation Z are becoming more conscious about their environmental footprint and how their consumption habits may exacerbate environmental harm. More specifically, they have begun reevaluating how they shop for clothing, taking into account environmental concerns and mistreatment of the labor force. However due to high demand, fast fashion, the business model in which clothing is mass produced at a low cost to bring to stores quickly, continues to be the dominant business model in the fashion industry despite its environmental harm. This research defines the environmental harm and labor exploitation in the fashion industry, explores what exactly is holding consumers back from altering their consumption habits, and what can potentially be done to advocate for a more sustainable, accessible fashion industry. After drawing upon primary documents about fast fashion, modern media theory, and consumer behavior, findings show that consumers do not change their consumption habits because many are blinded by highly savvy marketing and many of the alternatives are inaccessible in a plethora of ways. Further, much of these roadblocks can be addressed through legislation change and increased education about fast fashion and its alternatives.
Recommended Citation
Okhravi, Leila
(2023)
"The Enticing Nature of Fast Fashion and the Need to Fight Against it,"
RhetTech: Vol. 5, Article 5.
Available at:
https://commons.lib.jmu.edu/rhettech/vol5/iss1/5
