Why shoppers buy fast fashion even if they disagree with it

By Yang Ding, Lecturer in Marketing, University of Reading
Xuchang Chen, Lecturer in International Business and Strategy, Henley Business School, University of Reading

Every December, many shoppers plan to buy fewer things and choose more sustainable options. Yet as the month goes on, spending rises and fast fashion becomes hard to resist. Christmas has become a moment when good intentions collide with discounts and the emotional pull of seasonal fashion.

That contradiction became unusually visible when fashion giant Shein opened its first permanent…

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