FROM FAST FASHION TO THE FORMATION OF A CULTURE OF RESPONSIBLE CONSUMPTION

Abstract

Changes in the attitude to fast fashion in the context of sustainable development and the formation of a culture of responsible consumption are analyzed. It is emphasized that more and more researchers are paying attention to the harmful impact of fashion on the environment, which is not only related to its production, but primarily to irresponsible consumption.
Therefore, forecasting trends in changes in the fashion industry, especially at the level of the mass market segment to improve the environment at the system level becomes an integral part not only of the process of creating and selling clothes, but also of their consumption. It is stated that fashion needs to change in terms of patterns and behavioral habits of people. It should be more practical from the point of view of the value of clothes, and its main censor should be expediency. Therefore, at all social levels, it is worth paying attention to the formation of knowledge and culture of responsible consumption, focused on «green marketing» – independent from the mainstream, not involved in ideology, fashion, social stereotypes, commercial dictates, etc.
It is the pressure from consumers that can stimulate the growth of requirements for environmental protection, force manufacturers to gradually change the production process and the number of products, primarily in the field of fast fashion.