Episode 4, Side A: Consumer Behaviour and Psychology behind Fast Fashion
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Episode 4, Side A: Consumer Behaviour and Psychology behind Fast Fashion
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Fast fashion retailers, by introducing new merchandise almost weekly and deliberately manipulating the supply of merchandise, treat fashion like food that spoils quickly or as has been said in the popular press, “fast fashion retailers treat fashion as produce.” Any industry based on a throwaway culture is bound to generate environmental and social concerns. Along with Sanchayan Banerjee, who has a PhD focusing on Behavioural and experimental economics designed to induce pro-environmental attitudes amongst economic agents and presently is working to extend the theory of Nudge to incorporate an element of reflection in it with an idea of achieving persistent behavioural changes that are ethically aligned with an individual's conscious choice. We aim to understand the reasons behind the increased demand and consumption of fast fashion despite the alarming influences.
*part 1 of 2*