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Abstract

Fast fashion has become an indispensable choice of the consumers, who are convinced by dominant undertakings to continuously purchase goods. To succeed, the vast majority of the businesses create an artificial demand in along with their green claims, deceiving the purchasers who might seek complacence for their unceasing habit of buying more. One should, in this context, consider not only threats to consumer protection, but also to the adverse influence against the achievement of a truly circular economy, stemming from the take-make-waste approach. In accordance with the need of addressing such an issue, this paper aims to both analyse and provide feasible solutions for such a matter from a variety of aspects including law, economics, international business, global studies, and psychology.