Fast Fashion and the Sustainability Paradox: An Analysis of Consumer Purchasing, Retention, and Disposal Practices

This study investigates consumer behavior in the fast fashion industry and its impact on sustainability. Through a survey of 683 participants conducted between March 13 and April 4, 2025, the research evaluates purchasing habits, clothing longevity, disposal practices, and awareness of sustainable fashion. Findings reveal that while affordability remains a top priority, a majority of consumers express willingness to adopt more sustainable habits if made convenient and affordable. Most respondents retain clothing for over three years, and many are open to donating or repairing garments. However, awareness of textile recycling programs remains low. This study underscores the importance of education, accessibility, and incentives in fostering more responsible fashion consumption.