This document discusses a study on young Swedish consumers' continued patronage of fast fashion retailers despite environmental and social concerns. It provides background on fast fashion business models and H&M. The study finds that price, quality and style are most important factors in purchase decisions. Participants had superficial knowledge of impacts but expected governments to regulate the industry rather than taking personal responsibility. Many pledged to buy more sustainably once having higher incomes. The trends of environmentalism in Swedish society was seen as a generational change rather than transformative action on this issue.