Abstract Fast fashion is defned as fashion trends that change often. It is a linear system that includes creating new designs, production, distribution, and marketing. Fast fashion’s introduction has had severe environmental consequences. Every production stage has an environmental impact due to water pollution, carbon dioxide emissions, and textile waste. A survey was conducted in the Delhi NCR region to comprehend customer behaviour. The study pointed out several important aspects and trends among people. The survey found that although people are aware of the term fast fashion, they do not have a proper understanding of it. They do not follow a particular trend in their consumption, indicating that they only make purchases when necessary. People also tend to discard their clothes frequently, unconscious of environmental impacts. Therefore, raising awareness about this issue and encouraging an upcycling business model in the fast fashion industry is imperative. The goal is to recycle fast fashion apparel, raise awareness, and develop sustainable clothing brands. Keywords: Fast Fashion, Apparel, Environment, Sustainability The Environmental Price of Fast Fashion Nidhi*, Rupal Arora**, Monika Aggarwal***, Anica Agarwal***, Eshita Babbar*** * Associate Professor, Gargi College, University of Delhi, Delhi, India. Email: nidhi.gupta.r@gmail.com ** Assistant Professor, Gargi College, University of Delhi. *** Student, Gargi College, University of Delhi, Delhi, India. Introducton Climate change is no longer a hypothetical issue nowadays; it is a rapidly developing global disruption brought on by local consumer-centric strategies like fast fashion. Fast fashion has lately become more popular due to the expanding trends and the modern era’s ongoing pressure on the generations to change. It is a linear system that includes fresh design, production, distribution, and marketing. People are now inclined to dress according to the most recent market trends, easily accessible on any International Journal of Applied Marketing and Management 7 (2) 2022, 06-12 http://publishingindia.com/ijamm/ social media networking platform. The rapidly expanding fashion industry is a result of the capitalistic nature of the sector, which depends on people’s desire to integrate into society. As the urge to foster a feeling of belongingness in society grows, so does the desire to be accessible and join in on the latest fashions. Numerous international fast-fashion businesses, like Zara and H&M, have discerned these communities’ requirements and capitalised on their aspirations. The upcoming generation wants high-street style, but their budgets might be unable to cover the cost of such expensive items. As a result, quick fashion has emerged, ofering cheap and afordable fashionable clothes. Fast fashion attempts to make it a little less expensive to look good, enabling the fashion business to thrive. Inexpensive clothing has encouraged the practice of ‘impulse buying’, which in turn increases consumption. The fast fashion industry has created employment and a thriving economy in many developing nations like India, Bangladesh, and so on. Still, it comes at the cost of environmental degradation and sustainable growth. The practices involved in the fast fashion industry’s supply chain and the product itself have caused large- scale environmental destruction. From the fast fashion clothing’s initial production stage to its fnal disposal, the quantity of environmental pollution that occurs at each stage can be monitored to determine the infuence on the environment. Review of Literature The emergence of the fast fashion industry in the last 20 years has been investigated by many. Fairhurst’s (2010) concept of Here Today and Gone Tomorrow has led to a shorter product life cycle and a bigger proft margin from