Slow fashion development opportunities in Lithuania

ENIn recent decades, fast fashion has become the dominant model in the global fashion industry; however, its significant negative environmental and social impacts have increasingly raised concerns regarding sustainability. As a response to these challenges, the concept of slow fashion has emerged, emphasizing durability, responsible consumption, and ethical production. The aim of this article is to assess the potential of slow fashion as an alternative to fast fashion in Lithuania by analyzing consumer attitudes and economic factors influencing purchasing decisions. A quantitative research method was applied using a consumer survey to examine purchasing behavior, the importance of price, and the impact of economic conditions on fashion choices. The findings reveal that consumer awareness of sustainable fashion in Lithuania is increasing; nevertheless, the development of slow fashion remains constrained by higher prices, limited accessibility, and economic uncertainty. The article concludes that slow fashion has the potential to become a viable alternative to fast fashion in Lithuania; however, this transition requires changes in consumer behavior as well as more favorable economic and market conditions. Keywords: slow fashion, fast fashion, sustainable consumption, consumer behavior.