Fast Fashion, Social Commerce and Consumer Trends: A Study on Consumer Behaviour and Sustainability

Author(s)	Yash Bachani, Arsalan Ansari, Sumit Tiwari, Bhumika Soni
Country	India
Abstract	This study examines consumer behaviour in the context of fast fashion, social commerce, and sustainability using primary data collected through a structured questionnaire. The objective is to analyze how digital platforms influence purchasing decisions and to evaluate consumer awareness regarding sustainable fashion practices. The data reveals that social media platforms, particularly Instagram, play a dominant role in fashion discovery and purchasing behaviour. Consumers are primarily influenced by affordability, trends, and customer reviews. However, there is a noticeable increase in awareness regarding sustainability, with many respondents’ expressing willingness to adopt eco-friendly alternatives. Despite this, price sensitivity remains a significant barrier. The study concludes that while fast fashion continues to dominate consumer choices, sustainability is emerging as a critical factor that will shape future market trends.
Field	Business Administration
Published In	Volume 7, Issue 2, March-April 2026
Published On	2026-04-26

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