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date: 12 July 2020

Abstract and Keywords

This chapter examines political consumerism in the fashion industry. The chapter provides a brief history of socially, environmentally, and economically objectionable practices within the industry. The frames for this historical overview are practices of fashion corporations in the 1990s and responding consumer action. Examination of current supply and demand factors driving political consumerism within the fashion industry are framed within the context of fast fashion—the current dominant model of production and consumption within the fashion industry. The chapter includes an overview of the key characteristics of fast fashion and how they contribute to sustainability issues within the industry. Following this discussion, the chapter discusses the four major forms of political consumerism (boycotting, buycotting, lifestyle, and discursive strategies) currently occurring within the consumption of fashion. This examination includes discussion of barriers to political consumption, the role of both market mechanisms and consumer actions, and political consumerism challenges unique to the fashion industry.

Keywords: political consumerism, fashion industry, clothing, textiles, sustainability

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