Agent-based insight into eco-choices: Simulating the fast fashion shift

Fashion is a powerful force in the modern world. It is one of the most accessible means of self-expression, thereby playing a significant role in our society. Yet, it is plagued by well-documented issues of waste and human rights abuses. Fast fashion in particular, characterized by its disposable nature, contributes extensively to environmental degradation and CO2 emissions, surpassing the combined outputs of France, Germany, and the UK, but its economic contributions have somewhat shielded it from criticism. In this paper, we examine the demand for fast fashion, with a focus on Spain. We explore the individual decision-making process involved in choosing to buy fast fashion and the role of awareness regarding working conditions, environmental consequences, and education on sustainable fashion in influencing consumer behavior. By employing Agent-Based Modeling, we investigate the factors influencing garment consumption patterns and how shifts in public opinion can be achieved through peer pressure, social media influence, and government interventions. Our study revealed that government interventions are pivotal, with the state’s campaigns setting the overall tone for progress, although its success is conditioned by social media and polarization levels of the population. Importantly, the state does not need to adopt an extremely proactive stance or continue the campaigns indefinitely to achieve optimal results, as excessive interventions yield diminishing returns.