The dark gap in socially irresponsible consumption among generations: fast fashion retail

Purpose This article introduces the dark gap as a relational configuration characterising socially irresponsible consumption. It describes situations in which awareness of negative impacts is associated with a more negative attitude and lower levels of consumption, while sustained behaviour is positively associated with attitude. We use fast fashion consumption as an illustrative case within the broader retail and distribution context and examine generational differences in this configuration. Design/methodology/approach A survey of 373 French women was conducted, comparing generations born before (baby boomers and Generation X) and after (Generations Y and Z) the rise of fast fashion. Constructs measured include awareness of fast fashion's impact, attitude towards fast fashion, and self-reported fast fashion consumption frequency. Findings Fast fashion natives demonstrate higher awareness of negative impacts and hold a more critical attitude than older consumers; however, they report higher levels of consumption. Moreover, higher levels of fast fashion consumption are positively associated with a more favourable attitude, indicating a behaviour–attitude dynamic that may help explain the persistence of socially irresponsible consumption. The findings provide empirical support for the dark gap configuration. Originality/value The dark gap offers a conceptual lens for understanding persistent socially irresponsible behaviours by extending sustainable consumption research beyond linear attitude–behaviour models, highlighting the role of behaviour in shaping attitudes. This study also provides actionable insights for retail and distribution managers as it highlights the limits of awareness-based strategies and the importance of generational differentiation.