Exploring a theoretical solution for fast fashion consumption among Gen Z
Jason Moore • MFA Graphic Design Thesis Project
Liberty University, Summer 2024
RESEARCH PROBLEM
Gen Z is the leading consumer of Fast Fashion due to its ease and affordability, despite their desire for sustainability, leading to adverse environmental and social impacts.
ABSTRACT
Fast Fashion yields profound negative consequences on both the environment and society, leading to an annual release of 4.13 billion lbs. of CO2 emissions (according to the IEA). Driven by passing trends, fast fashion brands flood the market with excessive merchandise, often priced lower than more sustainable alternatives, promoting a culture of rapid consumption and disposal among consumers.
The number of Gen Z (born between 1995 and 2010) who shop for fast fashion is higher than ever, despite this generation’s stance on environmental sustainability and social activism. While there are many possible reasons that influence Gen Z to shop fast fashion, accessibility and affordability are among the top reasons. However, fast fashion does not exist without long-term environmental and social costs, some of which are difficult to overlook. Solutions are needed that encourage Gen Z to develop sustainable habits in fashion consumption.
Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Fine Arts in Graphic Design at Liberty University
The thesis presented here is an educational exercise completed by students in pursuit of their degree. The student, committee, and Liberty University make no guarantee (expressed or implied) about the completeness, accuracy, reliability, or suitability of the information presented. The views and opinions (personal, religious, philosophical, or political positions) found in this project are solely those of the student and do not necessarily reflect the views or opinions of the committee or Liberty University.
A Special Thanks to my MFA Thesis Committee, whose time and guidance greatly helped shape this project. I could not have done it without you.
Chair: Bri O’Neal, MFA • First Reader: Bill Dewhurst, MFA, MA • Second Reader & Thesis Advisor: Joshua Wilson, MFA, MFA • Editor: Kendra Gray