The Effects of Sustainability and Fast Fashion Factors on Apparel Buying Behavior

Abstract

Nowadays, apparel sector, in which the importance of sustainability concept gradually increases, can directly and indirectly harm the environment and human health with production processes and wastes. Some of the wastes are occurred via the products which have completed their economic lives. In this regard, this research aims to analyze the effects of sustainability and fast fashion factors on apparel buying behavior. In accordance with this aim, a survey was conducted to consumers whose ages are 18 and over and who live in three biggest cities of Türkiye. Thus, it is revealed that how consumers are affected from sustainability and fast fashion factors during their apparel purchase process. Besides, suggestions are made to apparel brands and enterprises on the basis of the findings.