Maybe remark of article alternative.
I wrote a few years ago article (in Slovak) trying to adapt the rebound effect (RE) analysed very often in the energy and material field on the marketing decision process.
I am recently working on a survey aiming to find if there could be a benefit for fast fashion (FF) producers to participate actively in second-hand markets, swap, upcycling, and other alternative fashion processes.
Looking at FF impact on the market seems to me as a very traditional RE. If the rebound principle is included in the textile and fashion purchase decision, "sustainability" education will fail their goals massively.
The question is how to prove the RE impact of FF offer? I can imagine using statistical data by traditional market (1970) and new market (2000) with change analysis in the different price range. As a citizen of the post-communist country, I have no relevant data about pre FF markets.
Are there other alternatives how to prove the rebound effect by customer decision about clothes and textile purchase?
Sound it interesting?
I agree with Sangya Singh
Fast fashion deserves a closer look from government officials, as they can be harmful in the long run.
I can not imagine how the government could "solve" the fast fashion problem as the core of fast fashion is not production but consumption. Although products have lower quality and worse materials they in reality still last much longer than consumer use them. Even if we can be dressed only 24/7 there is a difference if we divide the time into three dresses washed once a week or 7 dresses washed after every wear. If we will push fast fashion producer into the use of "sustainable" practices, the economy of scale will decrease the price of "eco-fast-fashion" but with the rebound effect in will not influence the overall environmental impact.
Hi Rastislav Strhan, I am currently researching environmental rebound effects (ERE) of circular economy activities in the fashion industry such as textile recycling, clothes sharing, clothes repair, and second-hand clothing. My research is more directed towards the determination of the magnitude of ERE in the fashion industry (with a strong focus on fast fashion). We're planning a quantitative study on consumer behaviour in the context of these circular economy activities to closer examine the income elasticities of demand in that field to ultimately get an idea of the consumer behaviour here.
If you think this could be interesting for your topic or you want to exchange ideas, drop me a message :)
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