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Abstract
The fashion industry plays a significant role in the global economy but is also a major contributor to environmental and ethical issues. Fast fashion has been dominant but has brought about various sustainability challenges and ethical considerations, such as labor exploitation and environmental degradation. In response to these issues, the slow fashion movement has emerged, advocating for ethical and sustainable practices in fashion. The present paper aims to identify driving factors for consumer behavior to buy products of slow fashion, using methods of primary marketing research and evaluating results using advanced statistical methods.
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