Ideas with Impact
UNB Faculty of Management

Fast fashion giants like Shein and Temu have rapidly become staples in young consumers’ wardrobes, offering a constant stream of trendy, affordable clothing. But beneath this frenzy lies a critical question: how much do these shoppers really understand about the environmental and social impacts of their fashion choices?

New research led by Dr. Yunzhijun Yu, a marketing professor at the University of New Brunswick’s faculty of management, delves into this issue. Her study, “Mitigating Trendy Cheap Fast Fashion’s Negative Impact,” published in the Journal of Sustainable Marketing in summer 2023, sheds light on young consumers’ attitudes toward fast fashion, their consumption behaviors, and their true knowledge of its harmful effects. The paper has already gained significant recognition, ranking among the "Top Viewed Articles" in its first 12 months.

One of the study’s most intriguing discoveries, says Dr. Yu, is the gap between what young consumers believe they know and their actual knowledge. "Many young consumers claim they are aware of fast fashion's negative impacts, but when asked specific questions, their knowledge is often lacking," she explains. This disconnect points to a broader challenge in changing consumption habits. Young consumers may need more impactful education on the true consequences of fast fashion, beyond general awareness.

Dr. Yu’s team also discovered that, while education can help raise awareness, it is incredibly difficult to break the cycle of fast fashion addiction. The appeal of continuously updating their wardrobes is deeply ingrained in the lifestyles of young consumers, who see fashion as a core part of their identity. "Even when they know about the environmental damage, the temptation of affordable, trendy clothes remains irresistible," Dr. Yu notes. "Changing behaviors will likely require more than education alone. It will take a blend of alternative shopping options, social influences, and perhaps even a shift within the fashion industry itself."

Dr. Yu’s research has wide-reaching implications for businesses, educators, and the broader community. For the fashion industry, her findings underscore the growing demand for environmental sustainability and social responsibility. "Fashion companies may need to rethink their practices as consumers become more aware of the environmental and social consequences of their purchases," says Dr. Yu.

Looking forward, Dr. Yu and her team are exploring alternative business models that could satisfy the desire for trendy, affordable fashion without compromising sustainability. Options like second-hand clothing markets or clothing rental and subscription services are being studied to see if they can serve as viable alternatives to fast fashion.

At the heart of her research is the belief that raising awareness is just the beginning. "Raising awareness is an important first step towards equipping our future professionals with the knowledge to advocate for more sustainable practices, " Dr. Yu emphasizes. Her ongoing work also examines how the over-consumption of fast fashion affects the well-being of young consumers, with the hope of fostering healthier, more sustainable shopping habits.

Dr. Yu joined UNB’s Faculty of Management in July 2024 and specializes in consumer behavior, marketing management, and sustainable marketing. Her work on fast fashion has attracted media attention, with features on Global News and CTV News, particularly for her insights into sustainable fashion consumption.

Photo: Research by UNB marketing professor, Dr. Yunzhijun Yu, sheds light on young consumers’ attitudes toward fast fashion, their consumption behaviors, and their true knowledge of its harmful effects.

Learn more about Dr. Yunzhijun Yu and UNB’s Faculty of Management.  

Media contact: Liz Lemon-Mitchell