| Summary: | 碩士 === 靜宜大學 === 寰宇管理碩士學位學程 === 107 === Fast fashion has rapidly grown to large scales since 1980s, fashionable clothes are designed and manufactured in a short period of time and able to be sold at extremely low prices. It has completely changed the game in the fashion industry and consumers’ purchasing behavior in clothing. Since it is cheap, people can afford to buy more new outfits to fulfill their fashion desires.
With the growth of fast fashion, problematic issues caused by fast fashion have also raised, such as pollution and societal problems. Selling at lower prices relatively means that they need to lower down the production costs, which the companies normally shift their production to developing countries that lack regulations in labors’ working conditions. The pollution caused by water waste, transportation, the end of the product life cycle and more. However, the younger generations have starting to raise awareness of fast fashion issues, they are also the upcoming powerful consumers. Also, the most powerful fast fashion brands are mostly European brands like H&M and Zara, they have expanded their business worldwide.
Therefore, this research will determine Taiwanese and European university students’ perspectives and purchasing behaviors toward fast fashion. The data are collected from the Taiwanese students and European students. The results show that generation Y and Z have a strong awareness of fast fashion’s issues and a high percentage of them do not spend much on fast fashion products. Suggestions for both suppliers and consumers to be able to enjoy fashion and at the same time harmless to our environment and labors.
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