Understanding Consumer Culture and Entrepreneurial Strategies Behind Fashion Overconsumption: A Cross-Review Synthesis

Abstract

The phenomenon of fashion overconsumption has become a growing concern in both environmental and socio-economic discourses, particularly as the fashion industry accelerates through fast fashion and hyper-personalized marketing models. This study offers a cross-review synthesis to explore the intersection between consumer culture and entrepreneurial strategies that perpetuate excessive fashion consumption. Drawing from a multidisciplinary pool of literature— including consumer psychology, cultural theory, sustainable entrepreneurship, and fashion marketing—the paper examines how identity construction, aspirational branding, digital influence, and product scarcity drive overconsumption behavior. It further investigates how entrepreneurial actors leverage these cultural currents to engineer demand and increase product turnover cycles. The synthesis reveals a persistent feedback loop in which consumer desire and corporate innovation mutually reinforce unsustainable consumption patterns. Additionally, the paper identifies emerging counterstrategies such as circular fashion models, slow fashion narratives, and purpose-driven branding that attempt to recalibrate this trajectory. By highlighting these dynamics, the study contributes to both theoretical development and actionable insights for fashion entrepreneurs, policymakers, and sustainability advocates aiming to balance innovation with environmental responsibility.