This paper delves into this pressing business ethics issue by leveraging the insights from "Unveiling the future of responsible, sustainable, and ethical consumption" by Halibas et al. (2025) and analyzes how fast fashion hinders the accomplishment of SDG12. Additionally, the paper is going to combine with a basic ethics framework aiming to critically examine the disadvantages to the earth caused by fast fashion. Understanding these connections is crucial, as it not only highlights the consequences of unsustainable business models but also underscores the growing influence of ethically-conscious young consumers, mentioned in Halibas et al.'s journal, in driving corporate change towards a more sustainable future.

A key finding relevant to the fast fashion issue is the identified tension between Gen Z's expressed ethical values and materialistic tendencies, a conflict that often results in an intention-behavior gap (Halibas et al., 2025, p. 5). This directly explains the paradox wherein consumers criticize fast fashion's environmental impact yet continue to purchase from these brands.

Furthermore, the study highlights the academic response to the unsustainability of the linear "take-make-dispose" model epitomized by fast fashion. The research also underscores the critical influence of Corporate Social Responsibility and authentic green marketing on Gen Z's purchasing decisions (Halibas et al., 2025, pp. 12, 20). Besides, the consumer and corporate behaviour inherently connects to SDG 12.

• Target 12.2: Sustainable Management and Use of Natural Resources: The industry's reliance on resource-intensive materials, coupled with high water consumption and chemical use in dyeing, is fundamentally unsustainable.

• Target 12.5: Substantial Reduction of Waste Generation: The fast fashion cycle, characterized by rapid trend turnover and low garment quality, generates an enormous volume of textile waste that ends up in landfills or is incinerated.

• Target 12.6: Encourage Companies to Adopt Sustainable Practices: There is a widespread lack of transparency in supply chains and the prevalence of greenwashing.

• A New Textiles Economy: Designing fashion's future

• published in 2017, An authoritative report

• Abstract:

  This report comprehensively depicts for the first time the roadmap for the fashion industry's transformation towards a circular economy. It systematically analyzes the drawbacks of the linear model and proposes specific solutions, such as designing recyclable clothing and developing rental and resale models.

• Association with the topic:

  Association with SDG 12 and the solution: It directly provides a "circular economy" framework to address fast fashion pollution and waste, offering a blueprint for the "systemic transformation" in the conclusion.

  Associated theory: It demonstrates how enterprises can go beyond traditional CSR and achieve fundamental ethical and business model transformation.

• Fast fashion: Les dessous de la mode à bas prix

• Published in 2021, The French documentary "Fast Fashion Les dessous de la mode à bas prix watch online"

• Abstract:

  It reveals the unfair treatment of labor and irresponsible behavior towards the environment and other bad practices behind the fast fashion brands such as Zara in order to achieve rapid innovation and low production costs.

• Associated theory:

  It aligns with the ethics of care. It concretely presents the real dilemmas of workers and communities affected by the fast fashion industry, thus stimulating empathy.

• Associated SDG:

  It also shows that the development of the fast fashion industry goes against the goals of SDG12.

• The sustainable fashion communication playbook

• Published in 2023, United Nation environment programme

• Abstract:

  This Playbook provides a framework for aligning fashion communication with global sustainability targets. It guides communicators to counter greenwashing, reduce overconsumption messages, promote sustainable lifestyles, and empower consumers, supporting the 1.5°C climate goal and the SDGs.

• Associated SDG:

  The Playbook directly supports SDG 12 by urging fashion communicators to promote circular models, reduce waste, and encourage mindful consumption, aligning industry practices with global sustainability targets.

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Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39–48. https://doi.org/10.1016/0007-6813(91)90005-G

Ellen MacArthur Foundation. (2017). A new textiles economy: Redesigning fashion’s future. https://www.ellenmacarthurfoundation.org/assets/downloads/publications/A-New-Textiles-Economy_Full-Report.pdf

Halibas, A., Akram, U., Hoang, A.-P., & Hoang, M. D. T. (2025). Unveiling the future of responsible, sustainable, and ethical consumption: A bibliometric study on Gen Z and young consumers. Young Consumers, 26(7), 142–171. https://doi.org/10.1108/YC-11-2024-2327

Nyilasy, G., Gangadharbatla, H., & Paladino, A. (2014). Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 125(4), 693–707. https://doi.org/10.1007/s10551-013-1944-3

United Nations. (n.d.). Goal 12: Ensure sustainable consumption and production patterns. https://www.un.org/sustainabledevelopment/sustainable-consumption-production/

United Nations. (2015, September 25). Transforming our world: The 2030 agenda for sustainable development. United Nations. https://sdgs.un.org/2030agenda

United Nations Environment Programme. (2023, June 19). The sustainable fashion communication playbook. UNEP. https://www.unep.org/resources/publication/sustainable-fashion-communication-playbook