New research from RMIT University suggests that simply knowing about the environmental damage caused by fast fashion is not enough to change consumer behavior. The study found that shoppers continue to buy ultra-fast fashion even when they are aware of its environmental impact, with price and convenience taking priority over sustainability.
The findings highlight a gap between consumers' environmental concerns and their actual purchasing decisions. According to the researchers, this means that environmental awareness alone may have limited power to reduce demand for ultra-fast fashion. The study points to the strong influence of cost and ease of access in driving these purchases.
The research adds to a growing body of evidence that information campaigns may not be sufficient to address the environmental costs of fast fashion. It suggests that other approaches, such as making sustainable alternatives more competitive on price and convenience, may be needed to change consumer behavior.