Date of Graduation


Document Type


Degree Name

Bachelor of Science in Agricultural, Food and Life Sciences

Degree Level



Apparel Merchandising and Product Development


Hubert, Stephanie

Committee Member/Reader

Cho, Eunjoo

Committee Member/Second Reader

Mosley, Jacquelyn



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.