Consumer Typologies of Fast Fashion Consumption: An Empirical Study of Sustainability Awareness, Consumption Pressure, and Circular Behavior

Abstract

Fast fashion has become a major source of textile waste, and growing awareness of sustainability among young consumers does not always lead to changes in their purchasing and disposal habits. This study examines fast fashion consumption among young consumers and identifies different consumer groups based on sustainability awareness, consumption pressure, buying frequency, clothing lifespan, and circular behavior. A survey of young consumers in the San Francisco Bay Area received 103 responses, of which 101 were used for analysis. The data were examined using reliability analysis, exploratory factor analysis, correlation analysis, k-means cluster analysis, ANOVA, and chi-square tests. The results show that respondents who purchased clothing more frequently tended to use their clothes for shorter periods, while greater sustainability awareness was associated with more circular practices. Four distinct consumer groups were identified: Conscious Circular Consumers, Trend-Oriented Consumers, High-Consumption Sustainability-Aware Consumers, and Low-Consumption Moderate Sustainability Consumers. The results also show that young consumers differ considerably in how their awareness translates into actual consumption and disposal practices. In particular, some consumers reported high sustainability awareness while continuing to purchase clothing frequently, highlighting a gap between what consumers know about sustainability and how they behave. These findings provide a clearer picture of the different ways young consumers engage with fast fashion and can help inform efforts to encourage longer clothing use and more circular practices.