Is Cheap Fashion Too Good to be True? Consumer Perceptions of Sustainability in the Fast Fashion Industry

This study looks to explore if consumers care about sustainability in the fast fashion industry or if they will continue to ignore lack of ethical and social practices for low prices. This study will analyze shopping and sustainable behaviors, customer knowledge, and consumption patterns between high frequency and low frequency fast fashion consumers. Based on this study’s findings I will determine if companies will need to change their business models in the future and will look into current steps fast fashion retailers are taking to become more environmentally conscious.