Fashion Consumption Research Articles

Do fast fashion sustainable business strategies influence attitude, awareness and behaviours of female consumers?

AbstractIn recent years, the fashion and textile industries have come under pressure to manage customer expectations. Previous research has shown that female consumers tend to buy more clothing than male consumers and are understood to care more about fashion. However, existing studies that have focused on understanding consumer attitudes toward sustainable fast fashion consumption have not been particularly explored from the female consumer's perspective. Neither have they attempted to explore the impact of sustainable business strategies on purchasing behaviour. This study attempts to bridge this gap and focuses on exploring the attitude and purchasing behaviour of female consumers driven by sustainable business strategies of fast fashion firms. The research findings are based on responses from 155 female consumers, followed by interviews to triangulate the findings. The results show that female consumers are sustainably conscious and aware of the sustainable initiatives of fast fashion companies. Furthermore, the study indicates that female consumers' attitudes and purchasing behaviour are both (unconsciously) influenced by the sustainable initiatives of fast fashion companies. Therefore, fast fashion companies should investigate how their sustainable initiatives and strategies influence the female consumer in terms of attitude and purchasing behaviour. This study thus adds to the limited empirical studies investigating female consumers' attitudes, awareness and purchasing behaviours.

Perilaku Fear Of Missing Out (FOMO) Dalam Konsumsi Di Kalangan Mahasiswa FEBI UINSU Ditinjau Dalam Prespektif Maslahah

This study highlights the complexity of FOMO behavior in fashion consumption among students at the Faculty of Islamic Economics and Business, North Sumatra State Islamic University (FEBI UINSU), taking into account the maslahah perspective in Islam. Using a phenomenological research method with an exploratory qualitative approach, data was obtained through Systematic Literature Review (SLR), interviews and observations of 97 students. The research results show that dependence on social media has influenced the way students spend their time and make their consumption decisions. FOMO is a major driver of online activity, with celebrities, influencers and personal role models having a huge influence in shaping their fashion preferences. Students often feel anxious if they are not involved in current trends on social media. However, there is awareness of the negative impact of consumer behavior triggered by FOMO, which encourages some students to prioritize needs over wants in their consumption. This research highlights the importance of awareness of the influence of social media and developing self-control in dealing with consumer behavior. As students study the principles of Islamic economics, they are expected to apply these principles in their daily lives to manage fashion consumption wisely and responsibly.

Exploring Subjective Happiness, Life Satisfaction, and Sustainable Luxury Consumption in China and Japan Amidst the COVID-19 Pandemic

The COVID-19 pandemic has significantly impacted societies worldwide, leading to challenges in ensuring well-being and sustainability. In this context, it is essential to better understand consumer consciousness of pro-environmental products from the perspective of well-being. Therefore, our cross-national investigation aimed to explore the relationship between subjective well-being (SWB) and sustainable luxury consumption during the pandemic. We analyzed data from 800 respondents in China and Japan during the pandemic. Our findings, obtained through partial least squares structural equation modeling, reveal novel insights. First, SWB positively influences pro-environmental behavioral intentions, even in luxury fashion consumption. This highlights the potential for individuals to make sustainable choices, while indulging in luxury products. Additionally, we observed variations in the impact of subjective happiness and life satisfaction on luxury consumption between China and Japan. Specifically, the influence of subjective happiness was more pronounced in China than in Japan, indicating cultural distinctions in the relationship between well-being and luxury consumption. Moreover, our study identifies consumer novelty seeking as a mediator linking SWB to sustainable luxury consumption. This discovery provides a further understanding of the relationships explored in our study. These findings deepen our understanding of the interplay between well-being and sustainable luxury consumption, thereby informing strategies to promote pro-environmental behaviors in the luxury fashion sector.

Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry

AbstractMovements like “Fridays for Future” have heightened attention to the need for sustainability, particularly among Generations X, Y, and Z. However, the consumption of fast fashion and so‐called ultra‐fashion products—an ecologically harmful business model—continues to gain momentum, especially among young consumers, not least due to fear of missing out (FOMO). FOMO is well‐known among marketing professionals as a strong trigger for frequently recurring buying behavior. Over the past 5 years, scholars have become increasingly interested in how FOMO triggers buying behavior and have begun to incorporate FOMO in their cognitive models. However, the influence of FOMO on individual fashion purchases and the relationship between brand credibility and sustainable fashion production is not yet well understood. Utilizing cross‐sectional data from three distinct samples in Switzerland and the United States, our study, which included over 650 participants, reveals that brand credibility and FOMO exert direct influences on consumers' purchase intentions for fast fashion products. We identify that FOMO has a negative moderating effect on the relationship between brand credibility and fast fashion purchase intentions. Suggesting that consumers with strong FOMO are less interested in brand credibility when making a purchase decision than those without FOMO. Additionally, we demonstrate that our findings apply to both fast and slow fashion, the latter encompassing sustainably produced fashion. Ultimately, we provide novel empirical evidence of FOMO's influence on buying behavior and shed light on the complex interplay between brand credibility, sustainability, and consumer behavior in the fashion industry.

CONDITION ANALYSIS AND FORECASTING IN THE FASHION INDUSTRY: A COMPREHENSIVE STUDY

Condition analysis and forecasting play a crucial role in the fashion industry, enabling businesses to make informed decisions regarding product development, inventory management, and market positioning. This comprehensive study aims to analyze the current condition of the fashion industry and develop forecasting models to anticipate future trends. Through data collection, market research, and statistical analysis, key factors influencing fashion trends, consumer preferences, and market dynamics are identified. Various forecasting methods, including trend analysis, predictive modeling, and data mining techniques, are employed to generate accurate forecasts for product demand, market growth, and emerging fashion trends. The findings provide valuable insights for fashion businesses to stay competitive, optimize their operations, and meet the evolving demands of the market.

Study on Effect of Consumer Age, Family Income and Family Size on Fast Fashion Consumption Pattern

The aim of the study was to analyse the impact of various consumer attributes on the fast fashion consumption pattern. The effect of consumer age, family income and family size on the percentage of monthly income spent on clothing and percentage of monthly clothing consumption spent on fast fashion by consumers in NCR (National Capital Region) of India was studied in this research. Causal research was employed in this study. Correlations among the variables were established using the response surface methodology (Box-Behnken experimental design) to understand whether the impact is significant or not. Control factors, studied at 3 levels of variation, were age, monthly family income and family size. The responses for the experiment were the percentage of monthly income (per person) spent on clothing and the percentage of monthly clothing consumption spent on fast fashion. The study revealed that age and monthly family income have a strong influence on the percentage of monthly income spent on clothing, while family size has a negligible or no effect on the percentage of monthly income spent on clothing. It was also found that age, monthly family income and family size have a strong influence on the percentage of monthly clothing consumption spent on fast fashion. The demand for fast fashion and clothing is rising at a very high rate, which has made it hard for retail brands and apparel manufacturers to meet the consumer expectations. The analysis of consumer behaviour provides the advantage to fashion brands in anticipating and meeting consumer demands in a more efficient manner to create brand loyalty.

Role of justification of unethical behaviour in sustainable fashion consumption among Indian consumers: a parallel mediation approach

PurposeSustainable consumption is an important topic for different industries, including the fashion industry. Despite a favourable attitude of consumers towards sustainable products in the fashion industry, the actual purchase by the consumers is limited. Thus, the present study examines sustainable consumption using the theory of planned behaviour (TPB). The purpose of this paper is to study the mediating impact of strategies of justification of unethical behaviour on the gap-based relationship between a purchase intention and a purchase decision for a consumer in a sustainable clothing context.Design/methodology/approachFor the study, the primary data from 229 graduate-level fashion students enrolled in universities across India has been analyzed with the help of structural equation modelling.FindingsThe study results have proven that attitudes and subjective norms can positively affect purchase intentions when it comes to purchase of the environmentally sustainable products. Further, economic rationality (ER) and government dependency (GD) partially mediate the purchase intention–behaviour gap of the justification strategies for unethical behaviour.Practical implicationsThe results would be helpful in implementing sustainable clothing consumption among Indian consumers. The study would be beneficial for industry professionals, export houses and scholars to discover possible reasons which can lead to the widening of the intention–behaviour gap when it comes to the purchase of the sustainable clothing consumption for Indian consumers. Critical implications for marketers from the present research assert that ER and GD are important factors that could increase the purchase intention of young consumers towards sustainable clothing.Originality/valueThe results of the study contribute to the existing literature in a novel way by adding justification strategies for unethical behaviour to the TPB model. This study is innovative as it adds new constructs to the TPB model by including the three justification strategies that people use for unethical consumption behaviour (ER, economic development and GD) to gain insight into why a purchase intention–behaviour gap exists for sustainable clothing.

Comparative research on the preferences and choices of distribution channels depending on the consumption characteristics on fashion consumer

Comparative research on the preferences and choices of distribution channels depending on the consumption characteristics on fashion consumer

Analysis of consumers’ self-congruity through halal fashion brand personality

The halal industry in Indonesia is developing brilliantly, including in halal fashion. Behind the great potential and desire to become the mecca of world Muslim fashion, there is intense competition between fashion brands and consumers who tend to be critical in making their choices. Facing this new reality, a company in this industry must ensure that it can maintain its existence in the long term by creating its product identity (brand personality) and understanding consumer behavior that tends to direct choices to brands they feel are close or suitable to itself, including PT Soka Cipta Niaga (SOKA) as a company that produced the first halal socks. The purpose of this study is to examine how the suitability of consumers' self-image through the personality of a halal fashion brand. This study uses a qualitative approach with descriptive research and data collection techniques conducted through in-depth interviews with Focus Group Discussions (FGD), observation, and documentation of SOKA consumers. The results of the study show that there are only three dimensions of the personality of the halal brand that is most prominent from the SOKA brand, namely excitement, purity, and righteousness personality. Among these three personalities, righteousness then becomes the only halal brand personality that is most congruence with the actual and ideal self-image of its consumers, which can help to show and satisfy their self-concept needs for religious obedience and adherence in using products that are considered relevant to sharia principles.

Towards Sustainable Fashion Consumption: An Exploratory Study of Consumer Behavior in a Developing Country

This article adds to the ongoing debate on the role of consumer behavior in promoting sustainability in the fashion industry. It draws its findings from a case study of the behavior of consumers from the Kurdistan region of Iraq (KRI). It follows a hybrid approach to qualitative thematic analysis based on 16 semi-structured interviews. The findings introduce a conceptual model illustrating the critical barriers to sustainable fashion consumption in KRI. It also presents potential mitigation strategies designed to overcome these barriers. This article offers an initial framework for researchers to examine strategies that can help business practitioners and policymakers promote sustainable fashion consumption in the region.

Religiosity versus class existence: Indonesian Muslim middle class fashion consumption on Instagram

This study aimed to see how the consumption behavior of the Muslim middle class through the digital space is within a dualistic view, namely as a religious identity or as an affirmation of class identity. This study used the Norman Fairclough Critical Discourse Analysis (CDA) method by analyzing three aspects: text, discursive analysis, and social practice. The scope of this research analysis is the content (in the form of posts) tagged on the official Instagram accounts of three Muslim fashion brands that produce Islamic clothing, namely (Brand A), (Brand B), and (Brand C). The results suggest that middle class Muslim fashion is no longer just an aspect of religiosity and religious identity, but has become a class affirmation. Social media postings using Muslim fashion brands (both A, B, and C) and then tagging them on the brands’ official Instagram accounts shows a strengthening of class identity. Identifying Muslim fashion by tagging the brands that appear can confirm that they are able to consume Hijabs and Muslim clothing are not only used to identify symbols of religion or religiosity, but more as symbols of social class. The use of Muslim fashion is not enough except to show class identity.

Why do consumers leave fast fashion stores? Role of shoppers' confusion

PurposeThe study aims to examine fast fashion consumers' negative in-store experiences focusing on the effect of the two store environment factors, product overload and store ambiance, on their confusion and consequent shopping avoidance behavior.Design/methodology/approachA research model of fast fashion consumers' confusion and store avoidance behavior is proposed using the Stimulus–Organism–Response framework. A pretest and the main online survey with 281 samples are analyzed, and the structural equation modeling (SEM) is conducted to test the proposed model.FindingsThe SEM results support the proposed paths statistically. Consumers' confusion, measured with the two dimensions, inefficiency and helplessness, is significantly influenced by their perceived product overload and negative perception of store ambiance in the fast fashion shopping environment. Subsequently, fast fashion consumers' confusion results in less time spent in the store.Originality/valueThe study sheds light on utilitarian shopping value in the fast fashion shopping environment by focusing on the fast fashion consumers' confusion in association with overloaded information caused by too many products and store ambiance.Research limitations/implicationsThe study implies that improving fast fashion stores' inherent issues with too many products and store ambiance might help consumers mitigate their confusion and prevent customer attrition. However, the study includes only two factors. Future studies may include other various fast fashion store factors. Additionally, one of the dimensions of confusion, irritation, did not emerge in this study. More work is needed to investigate fast fashion consumers' confusion, such as using a multigroup analysis by age.

Gen Xers: Perceived barriers and motivators to fashion renting from the Indian cultural context

AbstractRecently, the thought processes of consumers are evolving universally, making them reflective of the detrimental ecological footprints owing to excessive fashion consumption at a personal level. Consequently, they are increasingly thinking about accessing alternative, sustainable modes of consuming fashion. Furthermore, this transition is being witnessed across the generations and is not confined to any one generation. The current study pertains to the recent shift of “Generation X" towards fashion rentals. However, Gen X is considered less experimental, more conservative, and therefore less lucrative. To this end, the current study explores the barriers to Gen X's adoption of fashion rental and suggests motivations to promote it. It employs an interpretive qualitative research paradigm, obtains data from 32 Gen X fashion consumers via semi‐structured interviews, analyses the data using thematic analysis, and uses the theory of psychological ownership and the Hofstede cultural dimensions as an underpinning framework. Results indicate the emergence of six themes representing barriers, including loss of efficacy and effectance, loss of self‐identity and extended self, temporariness, environmental unsustainability, personal hygiene behaviour, and lifestyle. Similarly, motivations included three themes: long‐term subscriptions; transparency and assurances; and personalisation and storytelling. This implies that fashion rental firms need to embrace transparency and empower consumers through co‐creation, long‐term rental subscriptions, and the possibilities of possession. Further, the paper contributes to the identification of new dimensions, including a lack of nostalgia, risk avoidance, personal hygiene, an absence of personalisation, a dearth of education, emotional detachment, and voluntary simplicity in lifestyle. It also suggests future research.

Impact of behavioural factors on sustainable fashion usage intention: Evidence from consumers in Ho Chi Minh City

This study quantifies the impact of behavioral factors on sustainable fashion usage intention using self-reported data of 396 consumers in Ho Chi Minh City 2023. Sustainable fashion usage intention is measured using five factors based on behavioral theory and qualitative research 1) Attitude, 2) Social value, 3) Perceived behavioral control, 4) Subjective norms, and 5) Sustainable clothing disposal. We examine the cognitive processes of sustainable fashion consumers as they made usage decisions, as well as the subsequent implications of their choices. The results suggest that sustainable fashion usage intention is impacted by two characteristics influencing young generation intention in sustainable fashion in HCMC: Attitude and social value.

An Exploration of Transformative Learning Applied to the Triple Bottom Line of Sustainability for Fashion Consumers

Growing awareness and concern about sustainability worldwide has drawn attention to the sustainability practices of the textile and apparel industry and its consumers. In particular, educating consumers about sustainability becomes more important as it can increase their sustainability awareness and prompt action. Therefore, based on the transformative learning theory, this study was designed to explore the current knowledge of sustainability of Generation Z fashion consumers by observing and analyzing a focus group discussion. A qualitative research method was used, twenty participants in four focus groups participated, and two activities were implemented during the focus group sessions in this study. A thematic analysis was used to interpret the qualitative transcribed data. Five themes emerged from the focus group discussion, including Normalizing Customer Activism, Short-Sighted Actions, Story Sharing with Others, Filling the Information Gap, and Challenging but Not Impossible. The results show that consumers have a limited understanding of sustainability, i.e., they are primarily concerned about the environmental aspect of sustainability. However, the knowledge and discussion extracted through video and website browsing led to transformative learning among the participants, thereby changing their understanding of sustainability from a predominantly environmental perspective to one that encompasses social aspects. In addition, after this learning process, fashion consumers can perceive sustainability more holistically as a balance of the three aspects of sustainability. The findings of this study can be applied to inform educational programs and create opportunities for reframing marketing strategies by leveraging various technological platforms.

Does beauty encourage sharing? Exploring the role of physical attractiveness and racial similarity in collaborative fashion consumption

Collaborative consumption (CC)—where consumers share ownership of commodities—has gained tremendous popularity in recent years. Nevertheless, studies have yet to uncover unique factors that can be leveraged by companies to increase purchase intentions toward shareable goods. One of the major concerns among CC users is the issue of contamination. Applying the theories of consumer contamination, physical attractiveness, and similarity attraction, this study examines the influence of positive contamination factors involved in CC of fashion items through two experimental studies with 242 responses. Results show that consumers preferred to purchase items from an attractive or racially similar seller over an unattractive or racially dissimilar seller, and their contamination perceptions were lower for items associated with an attractive or racially similar seller. Such results did not differ across product types with varying degrees of contact. Findings extend current research in CC by revealing meaningful implications for practitioners on alleviating consumers’ concerns about contamination.

Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted

Vinted is a free digital sharing economy platform where individuals buy and sell second-hand apparel. It is an example of industry 4.0 that promotes an innovative and successful business model while favoring sustainable fashion consumption. Gen Z consumers are concerned about climate change and social and ethical issues. Their environmental awareness is significant. Nevertheless, their values do not always translate into sustainable consumption behavior; their role as heavy consumers in the fast-fashion market is proof of this. The research aims to delve into the motivations of Gen Z towards sustainable fashion and their perception of the eco-friendly brand attributes in the case of Vinted. From the methodological point of view, the qualitative and quantitative approaches are combined through focus group sessions and a pilot study based on a questionnaire. The results confirm that Gen Z consumers recognize and appreciate the eco-friendly attributes of Vinted, although other types of brand attributes are the ones that mostly mobilize their behavior. Some participants claim that the representation of sustainable values in Vinted’s advertising campaigns is too soft. Among the conclusions, the opportunity to revise Vinted’s brand strategy stands out, giving a more explicit role to eco-friendly attributes pursuing an effective change in Gen Z consumption behavior.

The Influence of Social Media and Sustainability Advocacy on the Purchase Intention of Filipino Consumers in Fast Fashion

The large consumption of fast fashion brings many negative environmental impacts. Filipino consumers love and buy fast fashion because it is relatively cheap but trendy, and there are lots of fashionable designs to choose from. Despite the shortage in water supply and disposal issues of fast fashion, people still continue to purchase. The lack of awareness of consumers on sustainable fashion consumption led the researchers to conduct a study that aims to identify factors affecting Filipino consumers’ buying decisions on fast fashion using the combined theory of planned behavior, elaboration likelihood model, and hedonic motivation. A total of 407 participants were gathered through a convenience sampling approach, and the data collected were analyzed using structural equation modeling (SEM). The result shows that attitude towards fast fashion is the highest contributing factor to purchase intention. While social media positively affects purchase intention, sustainability advocacy negatively impacts the consumers’ intention to buy fast fashion. The awareness of sustainability leads to consumption reduction of fast fashion garments. Surprisingly, perceived product price and quality do not show a significant influence on purchase intention. Incorporating sustainability advocacy on social media may be a great strategy to encourage the sustainable consumption of fashion garments. The findings of this study could be a great tool to influence fashion companies and government institutions to promote sustainability awareness and transition marketing strategies to the sustainable consumption of fashion.

Fashion engagement and pro-environmental attitudes: drivers of sustainable fashion consumption in Indonesia

Purpose — The purpose of this research is to explore the relationship between fashion involvement, pro-environmental attitudes, and consumption of sustainable fashion in the Indonesian market.Method — The research was conducted in the Capital City of Jakarta and satellite cities, involving 236 respondents from three generational groups (Gen X, Gen Y, Gen Z). The study employed surveys to gather data on fashion involvement, pro-environmental attitudes, and sustainable fashion consumption.Result — The findings of the study indicate that both fashion engagement and pro-environmental attitudes have a significant and positive relationship with the consumption of sustainable fashion in the Indonesian market. The research also highlights the importance of social norms and attitudes in influencing sustainable fashion purchasing behavior.Contribution — This research provides valuable insights into the factors driving sustainable fashion consumption in Indonesia through the influence of fashion engagement and pro-environmental attitude variables on three different generational groups, namely gen X, gen Y, and gen Z in Indonesia.

Profiling Consumers: Examination of Chinese Gen Z Consumers’ Sustainable Fashion Consumption

The textile and apparel industry is widely recognized for its negative impact on the environment and society, and China is one of the largest fashion-consumption markets worldwide. There has been a growing awareness and effort to address these concerns in China, and Chinese Gen-Z consumers are playing a crucial role in shaping sustainable practices. This study aimed to identify and profile Gen-Z consumers with substantial engagement in sustainable fashion consumption in China. Data were collected from 292 Chinese Gen-Z adults from three major cities, Beijing, Shanghai, and Guangzhou, using a convenience sampling strategy and the snowball approach. Cluster analysis was employed, and two groups were identified: passionate eco-conscious consumers and indifferent fashion consumers. Multivariate Analysis of Variance (MANOVA) and the Crosstabs approach were utilized to examine the differences between the identified groups. The results revealed that passionate eco-conscious consumers valued classic design, high quality, and versatility, would like to pay more money for high-quality fashion clothing, and expressed their uniqueness through their fashion choices compared to indifferent fashion consumers. They actively sought sustainability knowledge and preferred supporting physical stores that sell second-hand clothing. Female Gen-Z consumers demonstrated a greater inclination towards sustainable fashion consumption in comparison to their male counterparts. A persona of Chinese Gen-Z consumers with high-level involvement in sustainable fashion consumption was created and presented for better marketing to Gen-Z consumers in China.