Fashion brands and sustainable practices: Differences between American and Chinese consumers

摘要

By use of the research method of Personal Mind Mapping(PMM),this research investigates the differences between American and Chinese evaluations of fast fashion regarding sustainable practices.The research results show there exist distinct differences.The opinions of American consumers are widely divergent but only confine to American and European brands.On the other hand,the opinions of Chinese consumers are more consistent and involve Asian brands as well.