7Enabling sustainable behaviours through m-commerce app design

Focus on the fast fashion industry

Christopher J. Parker and Claudia E. Henninger

1. Importance of m-commerce in the fast fashion industry

The world is changing faster than ever, driven by globalisation and continuous technological development. This chapter contributes to knowledge by proposing app design elements to allow retailers to clearly communicate their sustainable practices and values to consumers, while simultaneously engaging consumers in a unique shopping experience driven by an emotional experience.

A study by Delloitte (2016) revealed that people in the UK have never been more addicted to their smartphones, with almost 52% checking their devices within the first ...

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