Shein and Temu shoppers ignore environmental concerns for cheap prices
Price beats ethics for millennials shopping ultra-fast fashion sites like Shein and Temu.
Researchers surveyed 20 Australian millennials who shop on ultra-fast fashion sites. Price, convenience and promotions drive purchases far more than ethics or sustainability concerns.
Many shoppers acknowledged environmental worries but did not change their buying habits. The study, published in the Journal of Global Fashion Marketing, identified a pattern called strategic spontaneity.
Shoppers save items to cart and monitor sales. Then they make the purchase in minutes when payday comes or a discount arrives.
RMIT associate professor Carol Tan said this looks impulsive but is actually planned. Ultra-fast fashion sites like Shein and Temu produce 2,000 to 10,000 new styles daily.
They sell through digital-only and app-focused channels. Traditional fast fashion releases collections every two to four weeks.
The low prices let shoppers completely refresh their wardrobes each season. They can do this without straining their budget.
- 20 Australian millennials
- Study participants
- Collections released every 2 to 4 weeks
- Traditional fashion cycle
- Carol Tan, RMIT University
- Researcher
Why it mattersPeople say their values matter when they shop. But their actual buying choices tell a different story. Pricing and convenience beat environmental awareness for many consumers.
AustraliaAustralian millennials driving ultra-fast fashion growth here despite knowing environmental costs, shaping retail competition and waste patterns locally.
✓ Claims checked against the source. checked 2 d ago
