The Impact of Fast Fashion on Apparel Consumption Behaviour in the Netherlands: the Transition towards Sustainable Fast Fashion Apparel Consumption.

Abstract

This research evaluates the impact of fast fashion on the pre-purchase, purchase, post-purchase and disposal stages of the apparel consumption cycle in the Netherlands and analyses what fast fashion companies must do to promote sustainable consumption behaviour. Most research on the fast fashion industry focuses on its impact on the supply chain in developing countries. There is comparatively little research on the impact of fast fashion on consumers during different stages of the apparel buying cycle in developed countries like the Netherlands. A mixed methodological approach was adopted using quantitative and qualitative methods. Quantitative data collected from a survey administered to 242 ardent fans of fast fashion brands in the Netherlands indicated that low price, the desire to look fashionable and trendy, the influence of social media and celebrities and the ready availability of fashionable and ever changing apparel collections throughout the year, motivate consumers to purchase apparel frequently. From these and other findings from the survey it may be concluded that FF consumption patterns in the Netherlands, including purchasing, maintenance and disposal, are unsustainable. The findings of the semi-structured qualitative interviews conducted with employees with managing positions in Dutch FF companies indicate that the Dutch government and FF companies are key stakeholders in the process of transiting consumers towards sustainable apparel consumption.