Investigating the Role of Entrepreneurial Motivation in Driving Fast Fashion Overconsumption: A Review-Based Analysis

Abstract

The rapid expansion of the fast fashion industry has amplified concerns over environmental degradation and unsustainable consumption patterns globally. This study investigates the pivotal role of entrepreneurial motivation in shaping business strategies that contribute to fast fashion overconsumption, with a focus on the underlying drivers that incentivize rapid production cycles and consumerist behaviors. Through a comprehensive review-based analysis of interdisciplinary literature spanning entrepreneurship theory, consumer behavior, and sustainability, the paper synthesizes key motivational factors—such as profit maximization, market competitiveness, innovation orientation, and risk tolerance—that propel fast fashion enterprises toward overproduction and accelerated consumption. The findings reveal a complex interplay between entrepreneurial aspirations and systemic industry pressures, highlighting how motivational constructs translate into operational decisions that exacerbate environmental and social externalities. The review further explores emergent approaches advocating for a shift in entrepreneurial mindset towards sustainable and ethical business models, emphasizing the need for regulatory frameworks and consumer awareness to mitigate overconsumption. By bridging entrepreneurship research with sustainability discourse, this analysis offers nuanced insights into the behavioral and strategic antecedents of fast fashion’s unsustainable trajectory, providing a foundation for future empirical studies and policy interventions aimed at fostering responsible fashion entrepreneurship.