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This is a Quantitative Research study.

Fast Fashion’s Sustainability Dilemma: Navigating Consumer Demand and Environmental Responsibility

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Quantitative analysis reveals consumer awareness of sustainability in fast fashion, highlighting its market performance relation.

Consumer awareness of sustainable fashion is high, especially among younger demographics, driving brand loyalty and sales.
Brands demonstrating better sustainability performance show a clear link to higher market performance, improving customer satisfaction.
Challenges like price sensitivity and supply chain constraints impede broader implementation of sustainable practices in fast fashion.
Aligning with international sustainability targets can enhance long-term relevance for fast fashion brands in today's market.

Akintimehin Olamide (2025) studied this question.

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