Millennial Engagement with Fast Fashion Organic Apparel: A Systematic Review and Bibliometric Analysis of Consumer Behavior

Abstract

Purpose - This study aims to provide a systematic review and bibliometric analysis of Millennial engagement with fast fashion and organic apparel, focusing on consumer decision-making patterns, sustainability awareness, and ethical considerations in the fashion sector. With rising concerns over fast fashion’s environmental impact, this study highlights Millennials' dual role as both high-consumption consumers and advocates for sustainable apparel.
Design/methodology/approach - Utilizing the Scopus database, this study analyzed 321 publications from 2009 to 2024, employing bibliometric tools like R-Studio and VOSviewer to examine key authors, publication trends, and thematic research clusters. The analysis explores trends in keyword co-occurrence, co-citations, and collaboration metrics across countries.
Findings - Results reveal that Sustainability (Switzerland) is the leading journal in this field, while Johan Bruwer, affiliated with “UniSA Business, Adelaide, Australia” is identified as the most prolific author. The most cited article, "The Environmental Price of Fast Fashion" by Niinimäki et al. (2020), underscores sustainability’s critical role. United States-based studies lead in volume, but the United Kingdom shows greater international collaboration. Popular keywords include “consumer behaviour” and “sustainable development,” reflecting ethical and environmental consciousness trends.
Originality/value - This study enhances understanding Millennials' fast fashion and organic apparel preferences, providing a reference for future research on sustainable consumer behaviour in fashion.