• Version
• Download 2
• File Size 506.20 KB
• Download

The Fashion Paradox: Navigating Sustainability, Consumption, and Systemic Change in the Global Apparel Industry

Mr. Pritesh P. Rana¹, Dr. Shailesh Anand B. Goswami2

1Government Polytechnic for Girls, Surat, Gujarat, India

2 Government Polytechnic for Girls, Surat, Gujarat, India

Abstract

The global fashion industry is at a crossroads. It faces a deep conflict: the need to produce clothes quickly for profit versus the urgent need to protect the environment and respect human rights. This paper reviews existing research on this "fashion paradox." We analyzed 35 scholarly works from 1974 to 2021 across four key areas: the damage caused by fast fashion, why consumers buy (or don't buy) sustainable clothing, the challenges of managing fashion supply chains, and critical views on the fashion system itself. Our findings show that while we know fashion causes about 10% of global carbon emissions and 20% of industrial water pollution, there is a major gap between what consumers say about sustainability and what they actually buy. We also examine the main theory used to understand consumer behavior—the Theory of Planned Behavior—and look at new critiques arguing that fashion studies focus too much on Western ideas. Major gaps in research include a lack of long-term studies on slow fashion, little investigation into the "sacrifice zones" in the Global South where fashion's harm is concentrated, and poor integration of business operations with sustainability goals. Finally, we propose a new research plan that combines different types of studies, applies circular economy principles, and addresses the colonial legacy in fashion. This paper offers insights for business owners, policymakers, and researchers trying to solve the conflict between style and sustainability.

Keywords: fast fashion; slow fashion; sustainability; consumer behavior; decolonial fashion; supply chain management; circular economy