Value-behavior gap in digitally communicated sustainability: Evidence from the fast fashion segment

The article focuses on the analysis of the value conflict among consumers in the fast fashion segment in the context of digitally communicated sustainability.The objective of the research was to examine the relationship between the declared importance of brand value attributes and their actual role in the purchasing decisions of digitally active consumers.The research was conducted through an electronic questionnaire on a sample of 2,210 respondents.The findings indicate a significant discrepancy between the normative evaluation of authenticity and the systematic interest in sustainability, while value attributes do not occupy a dominant position among the determinants of purchasing behavior.The results suggest that in the price-oriented fast fashion segment, the decision-making process is strongly influenced by pragmatic and economic factors.The study, therefore, contributes to the discussion on the limits of the effectiveness of digitally communicated sustainability under conditions of market economic rationality.