ANNOUNCEMENTS
The fast fashion industry has accelerated global textile consumption and waste through frequent trend cycles, low production costs, and short garment lifespans. Over the past two decades, the volume of garments purchased has increased by 60%, while their average lifespan has been cut in half (Baek & Jin, 2023). This model of overproduction and overconsumption, fueled by marketing, social media, and the cultural emphasis on newness, has created a disposable culture where clothing is discarded long before it reaches the end of its functional life (Joy et al., 2019; Cox et al., 2013). The industry's linear "take-make-dispose" model exacerbates waste, with consumers driving the cycle of frequent purchasing and disposal.
This study investigates the behavioral patterns, motivations, and disposal practices driving fast fashion consumption in urban India. Based on a survey of 337 respondents, primarily students and young working professionals across Tier 1 and 2 cities, the research examines how clothing is acquired, used, and discarded. Findings reveal that emotional triggers such as impulse browsing, mood, and trend influence dominate purchasing decisions, while long-term garment retention depends on rational factors like fit and quality—creating a mismatch that accelerates clothing turnover. Despite high awareness of sustainability terminology, actual engagement with sustainable fashion remains limited due to price sensitivity, convenience barriers, and conceptual confusion about recycling. Fast fashion consumers exhibit high buying frequency and short use periods, with low-income groups showing more reuse and repurposing behaviors out of necessity, while higher-income groups are more likely to discard garments. The study identifies key gaps between intention and action in areas such as quality assessment, disposal responsibility, and recycling literacy. It concludes with actionable intervention strategies across five areas: rental adoption, durability promotion, garment utilisation policies, waste infrastructure, and consumer education. These insights inform the design of circular fashion systems and behavior-focused sustainability programs tailored to emerging urban markets.
