This study aimed to provide insights into how mass manufacturing limits fast fashion brands commitments towards sustainable practices. First, existing literature was used to establish the reasons why fast fashion supply chains have become so convoluted and environmentally damaging. The role Gen-Z play in this as they fast become the generation with the biggest buying power was then examined which highlighted a disparity between their purchasing intentions and behaviours. Quantitative data was then collected to help identify the reasonings for this. A deductive approach to data analysis identified three key catalysts: a lack of transparency in the industry facilitating ‘green washing’, limited understanding of what sustainability means to fashion and a lack of government support. However, given the scope of the research objectives this study was limited by time and resources. As the fashion industry is projected to overshoot the 1.5-degree global warming target by a considerable amount there is a planetary urgency to address its negative environmental impact. Thus, this research has been able to provide actionable areas for improvement and directions for future research to source efficient and realistic solutions to the issues faced.
PLEASE NOTE: You must be a member of the University of Lincoln to be able to view this dissertation. Please log in here.