Decoding sustainable drivers: A systematic literature review on sustainability-induced consumer behaviour in the fast fashion industry

Abstract

Sustainability in the fast fashion industry (FFI) has become crucial due to the sector's substantial environmental and social impacts. As sustainability has started capturing the interest of consumers and policymakers, there has been a heightened expectation for fast fashion companies to prioritise it in their practices. This situation is paradoxical but inevitable for these companies, which rely on an unsustainable business model promoting mindless consumption while also needing to address the growing consumer demand for more conscious and responsible practices. Therefore, understanding the role of sustainability in influencing consumer behaviour within this predominantly consumer-driven industry is vital for developing strategies, fostering sustainable consumption patterns, and ensuring long-term environmental and social benefits. This systematic literature review aims to analyse how existing literature has studied sustainability as a driver influencing consumer behaviour in the FFI. Through the consolidation and critical analysis of 95 scholarly articles, we explore how sustainability influences consumer pre- and post-purchase behaviour in the FFI. By understanding the role sustainability plays in this industry, the review identifies key research trends and gaps, providing actionable recommendations for future researchers, practitioners, and policymakers. Our analysis categorised the drivers of consumer behaviour into four main themes – Marketing Strategies, Individual Influences, Group Influences, and Situational Influences – with individual influences and marketing strategies being the most examined drivers. Key research gaps were identified, including the need for further investigation into male consumer attitudes, generational and cross-cultural differences, and underexplored drivers. The study also recommends a broader application of diverse theoretical frameworks and mixed research methods. Our study provides practical insights for marketers, managers, and policymakers to integrate sustainability into business strategies, develop transparent communication and educational campaigns, and implement targeted regulations to promote sustainable consumption practices.