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Bachelor Project submitted for the degree of

Bachelor of Science HES in International Business Management by

Marlène GOMES DE SOUSA

Bachelor Project Mentor:

Gabor MARKUS, HES Lecturer

Geneva, 3rd June 2020

Haute école de gestion de Genève (HEG-GE)

International Business Management

This report is submitted as part of the final examination requirements of the Haute école de Gestion de Genève, for the Bachelor of Science HES-SO in International Business Management. The use of any conclusions or recommendations made in or based upon this report, with no prejudice to their value, engages the responsibility neither of the employees.

Geneva, 3rd June 2020

Marlène Gomes de Sousa

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA

I would like to thank my mother for always believing in me and supporting me. Through my studies, her presence and her encouragement were always appreciated. Her hard work, her dedication, and her love will always inspire me. To my two classmates Christine Collet and Sindy Dinh, thank you! We started this long journey at the HEG together and until today, we are still present for each other. Christine, you inspired me every day, thank you for your wisdom. Sindy, you have been one of the best supports I could have had during this journey. You motivated me, cheered me up, and pushed me all along our studies, even when I was abroad, and for that thank you.

To my mentor Mr. Markus, thank you.

Finally, I would like to thank all of the students from the Haute École de Gestion who took the time to answer my survey, your contribution was appreciated.

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA iv

Today, millennials and generation Z represent the two largest generations in the world and have the most important buying power. In a time when sustainability and climate change are strongly mediatized, understanding how those two generations perceive and consume items derived from the fashion industry, the second most polluting industry in the world, is essential. Composed mostly of millennials and gen Z, students from the Haute École de Gestion are true representatives of those generations. Thus, by studying their purchase behavior, it is possible to have a better understanding of their position concerning fast fashion and environmental issues. The main objective of this Bachelor Project is to determine whether students of the HEG are willing to change their current consumer behavior and adopt sustainable alternatives to fast fashion. If so, the second objective of the report is to recommend sustainable alternatives that suit their desires and needs for clothing. By comparing previous researches to primary data obtained, it has been possible to identify variations between the consumer behavior of the students of the HEG and the Millennials and Gen Z depicted by searchers. If researches indicate that the two generations are sensitive to environmental issues and aware of the impact of fashion on the environment, the population studied shows a lack of knowledge regarding this matter. Furthermore, even though students do consider sustainability as an important issue, they do not include sustainable reflections in their purchase decisions. For that, and based on results obtained, a potential conflict between ethical choices and purchase decisions can be suggested. The students depicted in this research are not frequent buyers nor heavy spenders, they accord great importance to the quality and the price of garments and demonstrate a willingness to explore sustainable clothing alternatives, with a predilection for upcycled and recycled clothes, and second-hand clothes. Consequently, this research advises easing access to such items, by increasing their presence in locations where students frequently purchase apparel. Findings in the report also point out lack of knowledge regarding environmental consequences resulting from the fashion industry. This gap is unfavorable to foster sustainable consumer behavior. Thus, this project also suggests raising awareness about this matter.

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior toward fast fashion? ....................................... 1

Disclaimer .................................................................................................................... ii

Acknowledgments ...................................................................................................... iii

Executive Summary ................................................................................................... iv

Contents ...................................................................................................................... v

List of Tables .............................................................................................................. vi

List of Figures ........................................................................................................... vii

1. Introduction .......................................................................................................... 1

1.1 Context and problem statement .............................................................. 1

1.2 Purpose of the study ................................................................................ 2

1.3 Organization of the thesis ........................................................................ 2

2. Literature review ................................................................................................... 3

2.1 History of the Fashion industry ............................................................... 3

2.2 Repercussions on the environment ........................................................ 7

2.3 Consumer behavior ................................................................................ 11

2.4 Clothes consumption in Switzerland .................................................... 14

2.5 Sustainability .......................................................................................... 15

2.5.1 What is sustainable development? ................................................. 15

2.11 What does sustainability imply in the fashion industry? .................. 17

2.5.2 Alternatives to fast fashion ............................................................. 23

3. Methodology ....................................................................................................... 25

2.6 Type of research and goal ..................................................................... 25

2.7 Research methods .................................................................................. 25

2.8 Survey ..................................................................................................... 25

2.9 Collection method .................................................................................. 26

2.10 Population and sample ........................................................................... 27

2.11 Difficulties ............................................................................................... 27

2.12 Limitation of the survey ......................................................................... 27

3. Results ................................................................................................................ 28

3.1 Analysis of results .................................................................................. 28

3.2 Summary of results ................................................................................ 38

4. Discussion .......................................................................................................... 41

4.1 Secondary data ....................................................................................... 41

4.2 Primary data ............................................................................................ 42

4.3 Recommendations and conclusion ....................................................... 43

4.4 Future researches ................................................................................... 44

5. Conclusion .......................................................................................................... 45

Bibliography .............................................................................................................. 47

Appendix 1: Survey questions ................................................................................. 55

Appendix 2: Survey repartition women and man .................................................... 58

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA vi

Appendix 3: Ranking criteria details ........................................................................ 62

Appendix 4: Ranking sustainable alternatives ........................................................ 64

Table 1 Amount of clothes collected in Switzerland between 2017 and 2018 14

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA

Figure 1 Growth of clothing sales and decline in clothing utilization ........................ 6

Figure 2 Increase of use of polyester ..................................................................... 8

Figure 3 Estimated fibers released from wash and fiber loss from washing fabrics 8

Figure 4 Clothing value chain ................................................................................. 9

Figure 5 Flow of clothes to waste in the EU27 annually ....................................... 10 Figure 6 Market segmentation of the fashion industry .......................................... 11 Figure 7 Retailers with active social media accounts ............................................ 12 Figure 8 Importance of sustainability for consumers ............................................ 13 Figure 9 Market estimate fashion/shoes in Switzerland ........................................ 14

Figure 10 Triple Bottom Line ................................................................................ 16

Figure 11 Expectation use of RFID in traceability ................................................. 22

Figure 12 Repartition purchase second-hand clothes by generation .................... 24

Figure 13 Gender repartition ................................................................................ 28

Figure 14 Age repartition ...................................................................................... 28

Figure 15 Purchase frequency ............................................................................. 29

Figure 16 Purchase location ................................................................................. 29

Figure 17 Monthly average spending ................................................................... 30

Figure 18 Purchase motive ................................................................................... 31

Figure 19 Importance accorded to sustainability ................................................... 32

Figure 20 Level of awareness regarding impact of the fashion industry on the

environment ......................................................................................................... 32

Figure 21 Consideration of sustainability during purchase .................................... 33

Figure 22 Ranking purchase criteria ..................................................................... 34

Figure 23 Awareness about Upcycling ................................................................. 35

Figure 24 Ranking sustainable alternatives .......................................................... 35

Figure 25 Ranking most popular alternatives........................................................ 36

Figure 26 Clothes disposal ................................................................................... 37

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA 1

1. Introduction

1.1 Context and problem statement

During the past centuries, humans have been able to improve their quality of life considerably. From the discovery of oil and to the creation of the internet, significant signs of progress have been made. Globalization and the economy of scale have enabled to provide goods with accessible prices almost all around the world, thus leading to better living standards. If humans only see benefits from all those innovations, it is to the detriment of the environment. For decades, searchers have been studying our planet and its fragile ecosystem, but more recently, they observed important changes affecting the planet. Deforestation, climate change, and the rise of sea level are all caused by men. Human activity has been identified to have unprecedented impacts on the environment. Searchers are now giving alarming environmental warnings and governments are urged to impose changes. Companies need to take accountability as well and be part of this movement. The fashion industry is the world's second most polluting activity after oil (Friedman 2018). From their production to their disposal, clothes have a disastrous impact on the environment. Concepts such as fast fashion worsen the situation as they encourage consumers to follow trends and buy continuously new items considered fashion. Such behavior leads to overconsumption and fast disposal of clothes resulting in waste and pollution. People need to decrease their consumption of clothes and prolong their use. With approximately $44 billion in buying power (Wertz 2018), it is important to take into consideration young generations' consumer behavior as well. Described as sustainably and socially conscious, Millennials represent the largest generation today (Cheng 2019). Thus, acknowledging their power and influence on the future is primordial to see changes. Generation Z is also an important segment of the population, this generation is showing a growing interest in sustainable shopping habits (Driver 2019). While researches for sustainable clothes are increasing on the internet (Cheng 2019), according to studies, both generations are planning on reducing their consumption of fast fashion items to adopt more sustainable practices (Driver 2019). Such change is promising but with a constantly growing population, it is essential to admit that the need for new clothes will never end. Nonetheless, alternatives to fast fashion exist and they can be used to reduce harmful impacts on the environment.

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA 2

1.2 Purpose of the study

The purpose of this study is to understand the consumer behavior of students at the Haute École de Gestion de Genève, toward sustainable fashion. Composed primarily of Millennials and Gen Z, the students represent a new generation of consumers, with different perceptions and expectations of the clothing industry. The study also aims at identifying whether students are willing to change their actual purchase behavior and adopt sustainable alternatives. The final objective is to determine which alternatives are likely to be accepted by students and recommend suitable ones.

1.3 Organization of the thesis

To have a better understanding of the problematic, in the first part of the study, the history of fashion and the environmental impacts resulting from such activity will be explained. In the second part, by comparing and analyzing relevant secondary data, the current consumer behavior of millennials and gen Z will be depicted. Finally, the study will focus on the concept of sustainable development and explain what it means and implies in the fashion industry. The survey conducted along this research will provide insights about the target group and help draw final recommendations.

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA

2. Literature review

To describe the current situation in the fashion industry and to have a better understanding of its impact on the environment, the literature review has been divided into four subjects. The first one explains the evolution of textile manufacture, from its beginning up to the creation of the fashion industry. It also includes a description of the business model applied and its supply chain. The second part of the literature review describes the harmful impacts of such an industry on the environment. It is followed by sections three and four which highlight current changes in consumer behavior and provide details regarding available alternatives to fast fashion.

2.1 History of the Fashion industry

Early age of the textile industry

Before the introduction of cotton as a source of raw material, wool was widely used to produce clothes. From the farming of sheep to the actual production of garments, this tedious process was run by small hands in homes. It was known as the domestic system. At that time, such a system was convenient because it did not require people to have an education or to be highly trained in order to contribute to the production. Tasks could be divided and executed along the day or after work. The system would include tasks such as raising sheep, spinning yarn, and weaving clothes. Yet, the domestic system also had impediments, it required significant men power and therefore limited the overall production. Through the years, factories were built, and new inventions followed. The fulling mill was the first of its kind, this machine did not require men's power and permitted to work faster and by 1719, Thomas Lombe built the first water-powered textile factory consequently relying on hydropower (McDonald 2012 p.171). Later, the East India Company introduced cotton in England. The introduction of this new fiber enabled to diversify garments and offered a larger choice of fabric to people. During that period people enjoyed garments made of wool, cotton, as well as silk, and the demand, kept s was increasing as well, and the country production, mainly handmade, could not keep up with it. Such production was not sustainable anymore and a need for performant machines was felt. Fortunately, technological innovations were advancing fast, and shortly after, inventions such as the flying shuttle and the spinning wheel were born (McDonald 2012 p.172).

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA 4

Mass-produced clothes

The sewing machine was quickly adopted by women during the twentieth century. For a long time, it was still more profitable to sew clothes rather than buying ready to wear clothes (McDonald 2012 P.196). But industrialization became global and soon, western countries focused their attention and resources on new technologies and research and development, consequently renouncing slowly to manual activities such as clothes production. The textile industry being low capital-labor, poorer countries were then able to compete internationally, submerging the world with low prices ready to wear clothes (Allen 2017 P.102-103). Following this labor transition, western consumers realized the value of buying mass-produced clothes and from that point, the demand kept rising. The birth of fast fashion, a controversial consumption model

Fashion:

(Merriam-Webster 2020) From the ancient Greek toga to the first two pieces bikini, fashion has always been present. For centuries, people have been able to express their social status, wealth, and emotions by adopting a look and wearing specific clothes (English 2013 p.30). Fashion has also been shaped throughout history. Wars, recessions, political upheavals, and revolutions were all events that impacted the ways people dressed. For a long time, one always been expensive, hard to come by, and highly valued; they have been used as alternate currency in many societies (Cline 2012 p.12). Therefore, fashion was need for clothes is physiological, and required for their survival. During cold periods, clothes keep the human body warm, avoiding frostbite and hypothermia to only mentioned few effects cold temperatures can have on the body (Angst 2019). While clothes are needed, fashion, on the other hand, is not a necessity for human survival. In fact, as explained by Nikolay Anguelov in The Dirty Side of the Garment Industry fast fashion and its negative impact on environment and society (2015), the fashion industry business model is based on a lie. The lie is that consumers are asking for fashionable items, therefore suggesting that this industry is consumer-driven. Whereas it is actually the opposite. Fashion is dictated by a handful of people who decide what is in vogue and what is not. Trends are created and then destroyed by the same entities which claim to respond to the demand for novelty. Such phenomena can be observed in the evolution of clothes production. In the past, fashion houses and luxury brands used to design eight

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA

tra season, therefore restraining the production and consumption flow of the finished goods (Anguelov 2015 p.5) (Singh 2019). But, how has it been possible to create and increase such desire for fashionable clothes among consumers? To answer this question, Elizabeth L. Cline suggests in her book to look at the power of fashion magazines and the evolution of the ore fashion met Hollywood and the Internet, Steele says that information about new looks was tightly controlled by fashion magazines and their editors, who would (Cline

2012). With the improvement of the internet, platforms such as blogs and social media

have been created thus, allowing any individual to share, influence, and have access to fashion contents. In addition, people have now the possibility to see runways from their computers and mobile phones almost instantaneously. Such exposure results in a rapid and growing desire for last trends items, and this is where fashion retailers had and still have an important role. They are the ones who can recreate/produce and deliver tangible fashionable clothes in a record production time and at an affordable price (Cline 2012 p.96). behavior is the fear of missing out, also known as FOMO. By creating micro seasons, retailers are able to constantly add new products to their shelves. Such rapid changes create frustration among customers, as they progressively feel that their previous purchases are out of date. The fear of missing out also leads to this unattainable goal to stay up to date with trends that result in overconsumption (Singh 2019) percent more items of clo (Cobbing, Vicaire 2016). By acknowledging Elizabeth L. Cline, Nikolay Anguelov, and Ambika Singh work, it is possible to affirm that fashion trends are dictated by the fashion industry and that consumers are told how to consume it.

A meticulous supply chains

To sustain their growth, retailers in the clothing sector need to provide new items frequently. Yet, with a continuously increasing demand, their business model can become challenging. To overcome those challenges the fashion industry needs to rely on an efficient and agile supply chain model. The most adequate and efficient strategy for this type of business is vertical integration. When applying vertical integration, companies own part or the totality of their supply chain, therefore, allowing them to increase their market control, to gain independence from their suppliers and to control their costs (Sraders 2018). Another important factor in

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA 6

was a pioneer in using technology, including PDAs (personal digital assistants) to capture real-time consumer data not only on transactions, but also on preferences underlying perceptions of value. Stores are also directly linked backward to internally- controlled production and fulfillment systems, which means demand data flows evaluating the certainty of it, companies can forecast their production volume. Additionally, by prioritizing the production of specific items and dividing their product lines, top-performing companies have been able to shorten time to market. Clothes categorized as basic have a lead time that can go up to six months, while the lead time for new in-season clothes is somewhere between three and six weeks from the design to the delivery (Hunter, Marchessou, Schmidt 2018). The combination of analysis, technology, and strategy led to great improvements in terms of products available for customers. Finally, by combining quick and agile response, this industry is capable to design, produce, and ship ready to wear clothes internationally, while maintaining low prices (Muthu 2019a p.4-6).

Consumer behavior

Nowadays, with constant low prices, large choices, and all-time availability, people are buying more clothes than ever (figure 1) a $500 billion trade, primarily domestically produced, to a $2.4-trillion-a-year global (Thomas 2019 p.12).

Source: Ellen Macarthur Foundation, 2017

Figure 1: Growth of clothing sales and decline in clothing utilization

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA

In addition to traditional retail stores, people have now access at any time to an unlimited number of online boutiques, each encouraging consumption with discount codes, special deals, popularized allowing companies to stimulate their sales by lowering prices and pushing consumers to make impulsive decisions out of fear of missing out on good offers. But the fashion industry itself is not the only one to be blamed for this ecological disaster, consumers have an important part of responsibility as well. Because of their affordable price, clothes are not valued anymore, and people perceive them as disposable. Presently it has become a norm, and consumers do accept that cheap prices are synonyms of cheap quality, thus short life cycle (Anguelov 2015 p.128). Approximately

30% of people wardrobes have not been worn for at least a year (Nikolina 2019). The

equivalent of one garbage truck full of clothes is burned or dumped in a landfill every second and 85% of all textiles are thrown away each year, this is enough to fill the

Sydney harbor annually (McFall-Johnsen 2019).

2.2 Repercussions on the environment

Considered as the world's second most polluting industry right after the oil industry, (UN launches drive to highlight environmental cost of staying fashionable, 2019) fashion is a major threat to the environment. Today, to answer to a constantly growing demand, air, rivers, and oceans. From The production of clothes starts with the farming of cotton. Cotton is a plant that requires a large amount of water in order to grow. It has been estimated that to produce one single t-are needed. This of drinking water in three years (Benson 2018). In the past, this water-intensive agriculture has led to the Aral Sea disaster which was once the 4th largest lake in the world. Between 1960 and 1997, the sea shrunk so much that only 10% of its surface remained (Pinkstone 2018). Moreover, loads of pesticides and fertilizers are used to ensure good cotton harvest, damaging the soil fertility and increasing deforestation.

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA 8

Cotton is not the only primary

resource used to produce fabric, are now synthetics, derived from (Schlossberg 2019) and this is the case of polyester, a man- made synthetic fabric developed to reduce production cost. Since 2000, its use is in constant growth outstripping the use of natural fiber such as wool and cotton. (figure 2)

Not only the production of polyester

microplastic fibers, therefore polluting unquantifiable sources of water (Tucker 2019). While ecologists fight to clean beaches and oceans from plastic detritus, most of the plastic in oceans is under the form of small fibers, invisible to the human eyes. Furthermore, microplastics are toxic to wildlife. After being discharged in water, is it likely that animals such as fishes ingest them. Ironically, those fishes will be eaten by humans. It has been estimated that each year an average person eats particles (Resnick 2018) (figure 3). To keep prices of clothes as low as possible, numerous large companies have relocated their factories in developing countries, which often have low regulations regarding

Foreign investors preferred nations

where the pollution effluents from textile manufacturing were relatively high and had a pattern of increase through the years. If rising pollution levels are perceived as signs of decreasing environmental regulatory rigor, then nations can increase their FDI (Foreign Direct Investment) attractiveness by continuously lowering their environmental Figure 3: Estimated fibers released from wash and fiber loss from washing fabrics

Source: Resnick, 2018

Source: Cobine, Vicaire, 2016

Figure 2: Increase of use of polyester

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA

(Anguelov 2015) This lack of supervision from governments often results in inadequate and irresponsible behavior from manufacturers toward the local environment (Cobbing, Vicaire 2016). To become ready to wear clothes, fabrics, and raw materials still have to go through numerous processes in factories (figure 4). These steps include spinning fibers, bleaching, dyeing, and washing. Through this process, chemicals are used (Benson 2018) and an important quantity of energy as well. As stated by the pulse of fashion this industry released 1.715 million tones of CO2 (Tucker 2019), degrading the quality of the air and causing health issues to workers. As mentioned previously, to be efficient the supply chain of the fashion industry require to be precise and relies on speed. To deliver products from factories to retails stores in record time, -quarters of goods enter the EU by sea, while 30 per cent of trade within the bloc goes by (Pooler, Keohane 2020).

Using maritime transport to ship goods

remains the cheapest way to deliver products. However, it has an environmental cost, and heavy fuel oil which is commonly used in maritime transportation is one of the worst polluting oil. During the journey, ships are releasing carbon dioxide polluting the atmosphere (Vairimaa 2019). From ports to cities, the remaining journey is usually carried by trains and trucks, once again at the cost of the environment. After being purchased in stores by customers, fast fashion items go through numerous caring processes such as washing, drying, and ironing. Since those products were not made to last, they are quickly deteriorated and soon people do not wear them anymore, they then become disposable. While only 20% of produced clothes are recycled, the remaining 80% is likely to be incinerated or to end up in landfills (Loetscher 2017). In Europe only, out of the

80%, 24% is incinerated and the remaining 56% is disposed of in landfill (figure 5). In

western countries, millions of tons of clothes are disposed of annually. Clothes are often sent in developing countries where regulatory standards in waste management are low. In es of clothes respectively in Africa and Asia (Cobbing, Vicaire 2016).

Figure 4: Clothing value chain

Source: Loetscher, 2017

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA 10

Clothes used to be of high quality, therefore when sent to developing countries it was still possible to re-sale them, unfortunately, due to the fast fashion, these garments are not suitable for s toxicity, the two most ecologically damaging phases of the clothing life cycle disproportionately happen in the developing world. The first phase is the production of the clothes, which, fashion economics. The second phase is the final discarding of used clothes, which (Anguelov 2015 P.114).

Source: Cobine, Vicaire, 2017

Figure 5: Flow of clothes to waste in the EU27 annually

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA

2.3 Consumer behavior

From a customer point of view, fast fashion has many positives aspects; its diversity its availability as well as its affordability. All those benefits make fast fashion products highly appreciated and suitable for people in the middle and lower classes (Figure 6). Nonetheless, such benefits can quickly lead to overconsumption, a study conducted by Greenpeace in 2017 pointed out that two-thirds of Hong Kong citizens admit owning more clothes than they actually need along with 60% of Chinese (Cobbing, Vicaire 2017). People are not consuming what they need anymore, but rather what they want (Baltaci

2018). Excluding globalization, recent changes in consumer behavior are predominantly

due to advertisements, e-commerce, and social media. Advertisement plays a significant role in the purchase decision, as it creates a powerful association between consumption, and human emotions and aspirations. It manages to make consumers think that by buying more, they will reach aspirations such as happiness, success, and love, ften buy clothing due to the emotional (Muthu 2019a p.12). Unfortunately, this excitement quickly fades away, as a large number of people experience guilt, boredom, and emptiness after shopping (Cobbing, Vicaire 2017), therefore creating an addictive behavior. Alongside advertisements, e- commerce, and social media also play important roles, they help to democratize fashion (Thomas 2019 p.159). From their personal devices, people can have access to fashion shows, and read blogs and reviews. Social media such as Instagram, Twitter, and Facebook allow them to scroll down infinitely, discovering new looks and buy goods in one click (figure 7). Figure 6: Market segmentation of the fashion industry

Source: Muthu, 2019a

Sustainability and fashion: Are students from the Haute École de Gestion willing to change their consumer behavior

toward fast fashion?

Marlène GOMES DE SOUSA 12

of that time they are looking at or buying fashion. In 2017, apparel was the number two category in US e-retail sales, after consumer electronics. Globally, fashion e-commercequotesdbs_dbs25.pdfusesText_31

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