SUSTAINABILITY CHALLENGES AND ETHICAL CONCERNS IN THE FAST FASHION INDUSTRY: A CASE STUDY

Fast fashion has become a major force in modern consumer culture because of rapid production and the availability of affordable, trendy clothes. However, the fast fashion industry, because of its unsustainable practices, has caused significant environmental impact. The industry is the second biggest consumer of water and is responsible for ten percent of global carbon emissions. The case study critically examines the sustainable business model of Zara and addresses the question of whether fast fashion companies can ever become environmentally sustainable and ethical.The findings emphasize the critical need for ethical accountability and organizational transformation in the fast fashion industry to strike a balance between economic development, environmental sustainability, and social justice.