Why shoppers buy fast fashion even if they disagree with it

Shoppers were able to browse Shein's range in person at its first bricks-and-mortar space in Paris. Antonin Albert/ShutterstockEvery December, many shoppers plan to buy fewer things and choose more sustainable options. Yet as the month goes on, spending rises and fast fashion becomes hard to resist. Christmas has become a moment when good intentions collide with discounts and the emotional pull of seasonal fashion.

The economics of natural capital

We develop a framework underscoring the importance of incorporating natural capital into growth models and policy discussions, recognizing its role as a productive input and as a sourceof enjoyment. Both firms and the government face the trade-off between exploitation and conservation and can (but do not have to) engage in costly conservation. Firms optimally conserve natural capital to support future production but underinvest compared to the social optimum. Public conservation complements private action, shifting focus from current consumption to future growth.

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