Fast fashion and sustainable development

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F21%3A43920803" target="_blank" >RIV/62156489:43110/21:43920803 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.11118/978-80-7509-820-7-0083" target="_blank" >https://doi.org/10.11118/978-80-7509-820-7-0083</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.11118/978-80-7509-820-7-0083" target="_blank" >10.11118/978-80-7509-820-7-0083</a>

Result language

angličtina

Original language name

Fast fashion and sustainable development

Original language description

Approximately half of the world&apos;s clothing production is made from cotton, the cultivation of which irreparably damages the planet. In today&apos;s hectic times, when business processes are gradually accelerating, the concept of fast fashion is increasingly appearing in the textile industry. The consequence of this trend is the above-average production and consumption of clothing. To find out the results, qualitative research was carried out, indepth interviews as well as quantitative research. The questionnaire survey was performed. The quota feature for data collection was age in generations X, Y, Z according to current data from the Czech Statistical Office for 2019. Generations are defined according to Kotler. The questionnaire survey took place in the first quarter of 2020 using an electronic questionnaire in the Umbrella system. For Czech consumers, the most famous representatives mass retailers of fast fashion are H&amp;M, New Yorker, Zara, C&amp;A, Takko, and Pepco. Part of the quantitative research was also testing hypotheses depending on the generation, awareness of fast fashion, frequency of clothing purchases, and clothing recycling. Knowledge of the term fast fashion depends on the generation; this term is understandable especially to the youngest Z generation. The frequency of clothing purchases does not depend on the generation. Also clothing recycling is not generation dependent according respondents. Slow fashion has become a sustainable consumption movement that is the opposite of fast fashion. But the current lifestyle of most people does not lead to slow fashion. In fact, there is a big difference between the ideas of sustainable development and the actual shopping behaviour of the consumers. Based on the result, the attitude of customers and society to the purchase, recycling and disposal of clothes is discussed. The issue of waste over time is also described in the article. These topics are a great challenge for the future of economic entities, the efforts of political representation and, above all, the quality of our lives and the quality of lives of future generations.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50202 - Applied Economics, Econometrics

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

10th International Conference on Management - Zero Waste Management and Circular Economy: Conference Proceedings

ISBN

978-80-7509-820-7

ISSN

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e-ISSN

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Number of pages

8

Pages from-to

83-90

Publisher name

Mendelova univerzita v Brně

Place of publication

Brno

Event location

Brno

Event date

Jun 10, 2021

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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