Awareness Of Fast Fashion’s Environmental Effects And Its Correlation To Thrifting Habits In Private University

Abstract

The 2019 Fast Fashion Brand Ranking list, published by Internet Weekly and eNet Research, identified Uniqlo, ZARA, and H&M as the top three fast-fashion brands in terms of popularity. However, the rapid growth of fast fashion has led to significant environmental damage, including increased water usage, chemical pollution, and CO2 emissions. This study aims to explore whether the younger generation's adoption of thrifting habits, motivated by knowledge of fast fashion's environmental impact, can contribute to environmental sustainability. The researchers employed a literature review method to examine the negative effects of the fast fashion industry and the potential benefits of reusing clothing items, such as through thrifting. Secondary data, including research papers on textile waste and sustainable approaches, were gathered. Additionally, an online survey was conducted using Google Forms and voluntary response sampling, targeting students at Sampoerna University to gather primary data from a diverse population. The literature review revealed that reusing garments can yield environmental benefits, as a significant portion of recyclable textiles ends up in landfills. Extending the lifespan of clothing items reduces greenhouse gas emissions and saves energy.  Despite the advantages of fast fashion, the study emphasizes the need for sustainable methods of clothing consumption. The authors found a positive correlation between awareness of fast fashion's environmental effects and the adoption of thrifting habits among the surveyed university students. This indicates that individuals are more likely to embrace thrifting after learning about the detrimental effects of fast fashion, leading to waste reduction and supporting the study's hypothesis. The study acknowledges limitations, including the anonymous nature of the survey, which may have led to slight variations in the age distribution of the respondents. To address this, collecting age data of the survey participants is recommended to confirm the demographic representation.