“How Generation Differs”: An Empirical Analysis on Chinese Fast Fashion Consumption

Abstract

Previous studies implied the different behavioral intention formation of a specific object for individuals in different age groups, but few research to Chinese consumers’ sustainable fast fashion behaviour were found considering the enormous amount of consumption and waste of fast fashion products in China. Meanwhile, as a fast developing country, it might be insufficient to conduct research ignoring the consequences of different education level and growing environment among different generations.Data were collected by a professional Chinese company (Wenjuanxing), using a structured questionnaire with closed-ended questions in line measurements in previous literature. In total, 275 respondents participated in the survey. It was then decided to adopt factor analysis, structural equation modelling and hierarchical regression analysis in order to fulfil the purpose of this research.Different outcomes signified the constructs in theory of reasoned actions may have limited prediction power to Chinese culture and consumers, and differs in different age groups. More importantly, age is significantly and positively moderating the path subjective norms to intention in younger generation (18-25), but significantly and positively moderating attitude to intention in consumers aged 26-39.This study suggest that retailers can develop effective marketing program, in order to encourage sustainable consumption among Chinese consumers. In addition, strategies can be designed accordingly with the characteristics of different age group of consumers to achieve maximum effectiveness.This study provides valuable insight into consumer behaviour regarding sustainable consumption among different ages, and how to effectively interpret the differences through a social and psychological perspective. The attempt can also be replicated in other collective companies for marketing sustainable fast-fashion consumption. Keywords: Consumer behaviour, Sustainable consumption, Chinese consumers, Fast-fashion, Theory of Reasoned Actions DOI: 10.7176/JMCR/88-03 Publication date: January 31 st 2023