Date of Graduation
5-2024
Document Type
Thesis
Degree Name
Bachelor of Science in Agricultural, Food and Life Sciences
Degree Level
Undergraduate
Department
Apparel Merchandising and Product Development
Advisor/Mentor
Hubert, Stephanie
Committee Member/Reader
Cho, Eunjoo
Committee Member/Second Reader
Mosley, Jacquelyn
Abstract
Abstract
The apparel industry has various categories of fashion. One of these categories known more readily today as fast fashion. Fast fashion has gained immense global popularity over the past decade. The concept of fast fashion apparel involves producing vast amounts of product as quick as possible to sell to the consumer at an aggressively low price. It is important to understand this current phenomenon of the global rise of fast fashion as well as understand the devastating effects our environment is facing because of it. As the vocalization of the harmful effects of fast fashion have become more prevalent on various media platforms, the fast fashion industry continues to skyrocket. This begs the research question as to what consumer behaviors are driving to fund this now economic powerhouse? After exploring previous research in Europe regarding fast fashion consumer behavior, the idea of exploring consumer behavior cross culturally regarding fast fashion consumerism developed. By utilizing this previous data obtained through past published research in Europe, an exact replication of this research was done surveying undergraduate students in the United States, specifically at the University of Arkansas. After research was completed by an electronic survey, vital information was gained allowing an analysis between both European fast fashion consumer behavior and American fast fashion consumer behavior. Additionally, this data was used to show results generationally between Millennials respondents (Europe) and Generation Z respondents (U.S). These results will help to gain a further understanding on a multi-cultural examination of fast fashion behavior and the similarities or differences within them. This research is meant to serve as a benchmark in understanding basic purchasing decisions among these consumers to encourage future research in exploring effective ways to change fast fashion funding.
Keywords
Fast fashion; luxury fashion; sustainability; fashion; environment
Citation
Feuerbacher, M. R. (2024). The Extreme Rise of the Fast Fashion Industry from Country to Country: Does Consumer Behavior Differ Cross Culturally Regarding Fast Fashion between The United States and European Countries?. Apparel Merchandising and Product Development Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/ampduht/34
Included in
American Studies Commons, Art and Design Commons, Business Administration, Management, and Operations Commons, Economics Commons, International and Area Studies Commons, Psychology Commons
