Consumer awareness and the ethical footprint of fast fashion with a focus on Shein

Abstract

With an emphasis on the Shein brand, this article explores how consumers view the environmental and social implications of the fast fashion industry’s growth and how it has affected consumer behaviour. By comparing results before and after learning about the tactics and strategies used by the brand under study, as well as by testing the proposed hypotheses, this study, which focuses on generations Y and Z, seeks to understand, and analyse how consumers view the environmental and social implications of the fast fashion industry’s growth and how that has affected consumer behaviour. According to the research, once consumers become aware of Shein’s practices and policies, their consumption has negative effects regarding the brand’s perception. This research helps to clarify some of Shein’s dubious business practices. The study places these practices in context and shows how they affect consumer trust and brand reputation. Theoretical and practical discourse improves understanding of the topic’s importance by identifying areas for practice improvement and putting forth important management implications.