Ultra fast fashion consumers make purchases despite acknowledging alleged environmental and ethical harms
New research from RMIT University says ultra-fast fashion consumers acknowledge the environmental and alleged ethical harms of their purchases but continue to buy anyway due to price, convenience and a diminished sense of personal accountability.
Qualitative interviews with young Australian adults revealed two key psychological patterns: “strategic spontaneity”, where shoppers deliberately plan purchases yet experience them as impulsive, and “cognitive buffering”, where budgets and rationalisations make buying feel acceptable despite concerns.
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