Fast Fashion Products Research Articles

Decoding the Fashion Quotient: An Empirical Study of Key Factors Influencing U.S. Generation Z’s Purchase Intention toward Fast Fashion

With a reputation for offering stylish and on-trend clothing at pocket-friendly prices, fast fashion brands resonate with the economic realities faced by many Gen Z consumers. Gen Z consumers are not just a target consumer market but also a driving force shaping the future of the fashion industry. Their preferences, values, and behaviors impact trends, reshape retail practices, and influence the overall trajectory of the fashion landscape. The evolving discourse surrounding sustainability and conscious consumerism suggests that the future may see a recalibration of the fashion landscape, with Gen Z at the forefront of demanding more responsible and transparent practices from the fashion industry. Therefore, this study aimed to identify the factors significantly influencing U.S. Gen Z consumers’ intentions to purchase fast fashion. Building on the theory of planned behavior, a research model for understanding Gen Z consumers’ intentions to buy fast fashion is proposed. Attitude, subjective norms, perceived behavioral control, environmental knowledge, need for uniqueness, materialism, and fashion leadership are investigated as predictors. Moreover, we examined how environmental knowledge, need for uniqueness, materialism, and fashion leadership affect Gen Z consumers’ attitudes toward fast fashion products. A total of 528 eligible responses were collected for analysis through a Qualtrics online survey. The proposed model’s psychometric properties were evaluated, and the hypotheses were tested using the multiple regression method. It was found that attitude, perceived consumer effectiveness, environmental knowledge, and fashion leadership significantly influenced Gen Z consumers’ intentions to shop fast fashion. Additionally, Gen Z consumers’ environmental knowledge, need for uniqueness, and fashion leadership significantly affect their attitudes toward fast fashion. The research model demonstrated strong explanatory power, explaining 68.9% of the variance in Gen Z consumers’ purchase intention toward fast fashion.

Analysis Of The Form Of Sustainable Fashion And The Quality Of Disclosure Of Economic, Social And Environmental Aspects On The Website In 2022: A Case Study Of Sukkhacitta.Com

In this era of Globalization, the world's population has increased so human needs and desires must also continue to grow. Choosing needs, cannot be separated from a person's lifestyle, where fashion has become an inseparable part of daily appearance and style. The development of the fashion industry is in line with fashion which is no longer just a necessity but also a lifestyle. This research is the result of practice-based research, where local brand SukkhaCitta strives to design sustainable fashion collections by raising the issue of clothes that can heal the earth. Through this practice, Sukkhacitta retraces the footsteps of their ancestors, where SukkhaCitta makes clothes directly manually in the village without using factories. From the application of traditional agroforestry to spices used as natural pesticides. Intercropping naturally balances the carbon cycle between the soil and the atmosphere. Another attraction that SukkhaCitta tries to highlight is the storytelling behind each product it makes. This story element is what differentiates SukkhaCitta from other fast fashion products that only follow trends.

UNVEILING THE POLITICAL IMPACT OF FAST FASHION CONSUMPTION: THE ROLE OF LOWER MIDDLE CLASS IN ENVIRONMENTAL CRISIS IN INDONESIA?

ABSTRACT. This article delves into the impact and role of the lower middle class on Indonesia’s environmental landscape. Despite their social and economic marginalization, this demographic heavily relies on cheap, easily accessible fast fashion for clothing, leading to detrimental environmental consequences such as ecosystem degradation and pollution. This research was carried out by conducting a literature review through library research, where the data came from library data collection. This study further analyzes literature regarding socio-economic dynamics and environmental problems. This approach unveiled the lower middle class’s profound influence of fast fashion consumption on Indonesia’s environment. The research highlights the lower middle class’s pivotal role in fast fashion waste distribution, exacerbating environmental pollution. Hence, governmental intervention becomes imperative to regulate fast fashion production, manage waste, and restrict the influx of second-hand fast fashion businesses. The article concludes by emphasizing the lower middle class’s dual role as both major consumers and victims of global capitalism in the fast fashion industry, necessitating state protection through various policy measures. These include elevating product quality standards, ensuring fair labor practices, enhancing consumer protection, and controlling the influx of foreign fast fashion products. Ultimately, the study underscores the necessity of comprehensive governmental interventions to mitigate the environmental repercussions of fast fashion consumption, safeguarding both the lower middle class and Indonesia’s environment.

Fast Fashion Issue in Vietnam: Legal Aspects and Environmental Protection

The entire world is facing a tremendous acceleration in the development of the fashion industry and responding to the highly increasing demand for fashion items. However, the fashion industry is the main root of creating tons of environmental problems and greenhouse gas emissions in the corporate production process. Fast fashion is the new fashion trend, which has continuously been harming the environment, specifically contributes to carbon emissions and many other scenarios. The expansion of fast fashion products in the modern age all over the world has also created preferable conditions for nurturing fast fashion brands in Vietnam. In addition, it helps the advent of foreign fast fashion brands penetrate the Vietnam market. As a result, the Government needs to pay attention to some issues related to policies, laws, environmental protection, and sustainable development goals of net emissions in Vietnam. In the content of this article, the author examines the fast fashion trends in Vietnam from the perspective of law enforcement, and environmental protection under the goal of maintaining sustainable development, thereby making some necessary recommendations for improving the relevant legal policy.

The carbon footprint of fast fashion consumption and mitigation strategies-a case study of jeans

Fast fashion is driving the continued growth of the fashion industry's carbon emissions. Understanding how fast fashion consumption exacerbates carbon emissions is critical to guide mitigation strategies for the fashion industry. Taking jeans, a typical fast fashion product as an example, this study developed an LCA model to assess the carbon footprint of fast fashion consumption at global and national levels, and mitigation potentials of product service systems-related scenarios were then explored. Results show that the carbon footprint of fast fashion consumption is 2.50 kgCO2e/one wear jeans, 11 times higher than that of traditional fashion consumption. Jeans production and cross-broad transportation contributed 91 % of the carbon footprint of fast fashion consumption. Developed countries have a 53 % higher per capita carbon footprint of fast fashion consumption than developing countries. The second-hand trading model has the highest mitigation potential, reducing carbon emissions by 90 %. This study proposed an analytical framework for the carbon footprint of fast fashion consumption, which provides the basis for the environmental footprints of fast fashion products. Our findings provide insights into the carbon footprints of traditional and fast fashion consumption and strategies for the transition to circular fashion.

Pengaruh Luxury Brand Perception, Social Influence, Brand Personality Dan Country Of Origin Terhadap Purchase Intention Pada Perusahaan Fast Fashion di Indonesia

This study aims to take the influence of Luxury Brand Perception, Social Influence, Brand Personality and Country of Origin on Purchase Intention in fast fashion companies in Indonesia. This research is a causal research with a quantitative method approach and using multiple linear regression analysis. The population in this study is the millennial generation who intend to buy fast fashion products at H&M and Uniqlo. The sampling technique using non-probability sampling uses purposive sampling with a total sample of 150 respondents. The results of this study indicate that Luxury Brand Perception has no effect on Purchase Intention, Social Influence has no effect on Purchase Intention, Brand Personality has a positive effect on Purchase Intention, Country of Origin has a positive effect on Purchase Intention.

“My Favorite Brand and I”: Self-Congruity and Brand Loyalty of Fast Fashion Product

This study aims to identify the role of self-congruity in the brand loyalty of Fast fashion products among students at one of the Indonesian tertiary institutions. The sampling technique is a quantitative method with non-opportunity sampling using convenience sampling and obtaining 214 respondents who are Fast fashion consumers among students at an Indonesian university. The data was processed using the Windows application analysis software Software Statistical Packages for Social Sciences (SPSS) v23. The results of this study indicate that self-congruity plays a role of 40.8% in driving Fast fashion product brand loyalty, with an actual self-congruity role of 41.2% and an ideal self-congruity role of 27.3% towards Fast fashion product brand loyalty. Tracing the role of self-congruity in brand loyalty for low-involvement product types among students. This research will have a practical impact on product development by considering the characteristics of target consumers to match the type of product and image built on a brand.

Utilization of Blacu Fabric Material Waste as an Alternative Material for Fast Fashion Products

In today's fast fashion era, the fashion industry has experienced many developments supported by technological advances in the current digital era accelerating the development process in the fashion industry. In addition, the fast fashion trend is also bad for the environment, continuous product production even tends to increase the fast fashion trend produces large textile waste and requires a long time in the decomposition process. Therefore, the purpose of this study is to find out what the utilization of Blacu fabric waste produced by the fashion industry looks like. This research uses qualitative research methods with an exploratory study approach which is a good method to collect information about the perception of entrepreneurial intentions. The result of this study is that Blacu fabric waste can be reused and become an alternative material for making fast fashion in the form of bag bags or tote bags, the utilization is done using the upcycling method and patchwork processing method, this is because the production costs are economical when compared to other fabric waste processing techniques and produce product textures that have distinctive characteristics because they go through the process of preparation and sewing between fabrics

The Research on the Influence of Fast Fashion Brands' Social Responsibility on Consumers' Purchase Intention: Taking H&M as an Example

Fast fashion companies are renowned for offering "affordable, fast, and fashionable" clothing, providing more consumers access to affordable fashion. With the advancement of corporate social responsibility globalization, more and more consumers are also concerned about the corporate social responsibility of fast fashion brands. Taking H&M Group's corporate social responsibility as an example, this paper examined the relationship between Chinese consumers' purchase intention and CSR, discussed the critical considerations for consumers to make purchase decisions for fast fashion products, reviewed the pertinent research on fast fashion, CSR, and elaborated on the interplay between the three and how they affect one another, with the hope of advancing the field of corporate social responsibility research in developing countries. The empirical findings of this study can aid decision makers in comprehending the attitudes of Chinese consumers toward corporate social responsibility, encouraging businesses to actively implement social responsibility strategies and assisting businesses in carrying out corporate social responsibility marketing. The 92 valid questionnaires collected in this study's questionnaire survey yielded the following findings: due to individual variances, the CSR of fast fashion brands affects consumers differently in China. Corporate social responsibility is crucial and can in some cases help to control consumers' intentions to make purchases.

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.

Dampak Green Campaign pada Media Sosial Terhadap Purchase Intention Slow Fashion Product dengan Environmental Attitude sebagai Variabel Mediasi

According to a survey by the Ministry of Industry, in 2019, the export growth of the apparel textile industry in Indonesia increased significantly to 56% of creative economy exports. Fast-fashion products encourage consumers to dress continuously, following trends at low cost. The fact is that fast-fashion products harm both social and environmental aspects. However, slow-fashion products have a longer product life cycle, better quality, and relatively higher prices and require full awareness from fashion businesses and consumers to slow down the production and consumption cycles of fashion products. Slow-fashion businesses carry out campaigns through Instagram, hoping that consumers will become aware of environmental conditions, adopt green behaviour and change attitudes toward consuming slow-fashion products to preserve the environment. This research is expected to provide information to slow-fashion businesses regarding purchase intention and environmental attitudes from green campaigns through Instagram to support environment-based business activities, especially slow-fashion products from Indonesia. The quantitative research method is obtained from a Likert scale questionnaire survey and analyzed using Structural Equation Modeling. Using the convenience sampling method, 128 respondents found that green campaigns and environmental attitudes positively and significantly affect the purchase intention of slow-fashion products. Furthermore, environmental attitude is mediating variable between green campaigns and slow fashion product purchase intention

Impact of digital marketing on consumer behavior: A quantitative analysis on fast fashion industry in the KSA

The aim of this study is to examine the impact of digital marketing on consumer behavior in the fast fashion industry in the Kingdom of Saudi Arabia (KSA). The fast fashion industry has been growing rapidly in the KSA, and digital marketing has played a significant role in changing consumer behavior in this industry. The study adopted a quantitative research design and used online surveys as the primary data collection method. The sample consisted of a convenient sample of participants who had purchased fast fashion products in the KSA. The data was analyzed using various statistical methods, including descriptive statistics, correlation analysis, and regression analysis. This study's findings shed new light on how digital marketing has affected customer behavior in the fast fashion sector in the KSA. Consumers in the KSA have a good reaction to digital marketing methods in the fast fashion industry, and this effect is significant.

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

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

Social media and impulse buying behavior: The role of hedonic shopping motivation and shopping orientation

The high number of internet users and the development of social media such as Instagram and Tiktok currently one of the factors in the developmeny of high consumption of fast fashion products that are slowly changing people’s lifestyle. Consumers make undirected purchases which result in increased hedonic motivation and shopping orientation. This study to examine whether social media affects impulse buying behavior through hedonic shopping motivation and shopping orientation in purchasing fast fashion products. This study uses descriptive and verification quantitative research methods using structural equation model (SEM) analysis which is processed using SmartPLS on 239 respondents of generation Y and Z in West Java. The result showed that (1) social media have a positive and significant effect on impulsive buying behavior, (2) social media have a positive and significant effect on hedonic shopping motivation, (3) social media have a positive and significant effect on shopping orientation, (4) hedonic shopping orientation have a positive and significant effect on impulsive buying behavior, (5) shopping orientation have a positive and significant effect on impulsive buying behavior, (6) positive and significant hedonic shopping motivation and shopping orientation able to mediate the effect between social media on impulsive buying behavior. This study shows that social media usage can influence impulse buying behavior, especially in buying fast fashion products. Hedonic shopping motivation and shopping orientation can be influenced by social media and affect impulsive buying behavior so that requires attention for producers in selling which products will be sold or not. On other hand, consumers also need to pay attention to products that they are going to buy so that their purchasing patterns are more focused.

The Influence of Brand Awareness, Brand Image, and Product Quality on Repurchase Intention of Fast Fashion Products

The purpose of this study was to determine the effect of brand awareness, brand image, and product quality on repurchase intention partially or simultaneously. This research is a type of quantitative research with hypothesis testing. The sample used in this study were 100 customers of Zara Sidoarjo city. The analytical tool used is multiple linear regression using the SPSS (Statistical Program for Social Science) for windows program. This primary data was obtained from a questionnaire whose measurement was using a Likert scale. And the data is valid and reliable. The results of the study prove that brand awareness, brand image, product quality partially affect repurchase intention and brand awareness, brand image, and product quality simultaneously affect repurchase intention.

Pengaruh Harga Dan Media Sosial Terhadap Keputusan Pembelian Dengan Motivasi Konsumen Sebagai Variabel Mediasi Pada Produk Fast Fashion Di Surabaya

This study aims to describe the effect of price and social media on purchasing decisions with consumer motivation as a mediating variable for fast fashion products in the city of Surabaya. The independent variables consist of price and social media, the mediating variable is Consumer Motivation, while the dependent variable is Purchase Decision. In this study, the number of respondents who were conscientious was 100 respondents. Respondents in this study were consumers of Fast Fashion products in the city of Surabaya. This type of research uses a quantitative research approach by analyzing data with statistical procedures. Price has a significant effect on Consumer Motivation, Social Media has a significant effect on Consumer Motivation, Price has a significant effect on Purchase Decisions, Social Media has no significant effect on Purchase Decisions, while Consumer Motivation can Mediates Price in making Purchase Decisions and Consumer Motivation cannot mediate Social Media in making Purchase Decisions.

Fast Fashion, Charities, and the Circular Economy: Challenges for Operations Management

Textile waste is one of the most pollutant items globally, being strongly affected by fast fashion (FF) products. Public pressure has made many FF firms voluntarily collect a small fraction of their preowned items and export them to developing countries for reuse. However, some developing countries are launching import bans on second‐hand clothes. In addition, FF firms may soon be forced by extended producer responsibility legislation to collect more preowned items for reuse and recycling. To date, they do not have sufficient capacity to deal with this. Charities have been the key collectors and recyclers of unwanted clothes. Therefore, charities could help FF firms increase their capacity in this reverse supply chain (SC). However, we hardly witness such a collaboration for two main reasons: (i) charities prefer to sell high‐quality preowned items in the primary market to generate the highest possible revenue and FF firms may fear cannibalization, (ii) many charities believe that FF firms generate quantities of low‐quality items that require collection and sorting while being difficult to sell in the primary market. Charities also face competition from many small for‐profit organizations selling FF preowned items. While charities have the support of volunteers, they tend to be less efficient. This work urges Operations Management (OM) researchers to suggest innovative business models to help (i) FF firms and charities collaborate to solve the abovementioned issues, and (ii) charities to improve their traditional practices for competitiveness. This study is primarily a position paper highlighting some challenges and introducing interesting research problems. Although the paper is not a research paper, it follows a qualitative research method to collect and analyze the required supporting documents to justify arguments and statements. We collected primary and secondary data from the textile reverse SC members to familiarize the OM community with this context. The current changes in the textile reverse SC offer many great opportunities for impactful OM research.

Recycling habits and environmental responses to fast-fashion consumption: Enhancing the theory of planned behavior to predict Generation Y consumers’ purchase decisions

Fast-fashion industry is characterized by short product life-cycles, high volatility, affordable prices, and consumers’ high impulse purchase decisions, which result in massive levels of waste and greenhouse gas emissions. In this context, Generation Y, the largest consumer of fast-fashion products, is believed to make this situation even worse, since their attitudes/intentions do not usually translate into actual pro-environmental behavior and they are still reluctant to dispose of their clothes through sustainable methods. However, the attitude/intention-behavior gap among Generation Y’s fast-fashion consumers remains poorly understood. The present study addresses this need by adopting the Theory of Planned Behavior to examine the link between attitudes, intentions, and behavior, taking into account consumers’ participation in recycling as a moderating variable. Results from a two-steps cluster analysis and a multiple moderated mediation analysis on a sample of 943 Italian Generation Y’s consumers of fast-fashion products show that the attitude/intention-behavior gap seems not to exist in the Generation Y’s context, since the favorable appraisal of sustainable products and consumption actually leads to socially-responsible consumer behavior. However, participation in recycling is found to reinforce the intention-behavior link only for individuals with high environmental attitudes. The present paper contributes to both fashion consumption and solid waste management literature by drawing connections between socially-responsible consumer behavior and recycling habits within the Generation Y’s cohort, thus deepening comprehension of this rather unexplored context. Moreover, this study reveals policy development areas that allow the fashion industry to meet customers’ needs in new ways.

Parents' Determinants Buying Intent on Environmentally Friendly Children's Clothing

Fast-fashion products encourage parents to spend more on their children’s necessities. As a result, children’s clothing consumption is increasingly higher in a family due to child growth and change of needs. Due to the short lifespan of children’s clothes, the waste of clothing is increasing rapidly. This research aims to study the opinion of parents and the acceptance of children’s environmental-friendly clothing. The research examined parents’ buying patterns such as shopping frequency, disposal practices and the purchase of child clothing experience. This work has embraced the idea of eco-fashion design to examine the clothing needs of children and the knowledge of the parents. Hence, a quantitative analysis was applied to research among parents in January 2020 in Malaysia. This research contributes to academic results about parents’ decision-making on the children clothing subject. The findings showed that parents were aware of the idea of sustainable apparel; the cost, quality, design, and health issues were the most significant factors that influenced consumer’s decisions to purchase children’s clothing. Sustainable children’s clothing was preferred by parents as it had multiple benefits which impacted children’s health, preserves the environment as well as cost and time effective. For future research, further exploration relating to disposal and sustainable clothing design for children is suggested.

Faktor pendorong purchase intention produk sustainable fashion pada UMKM

The creative fashion industry is one of the sources of economic strength in great demand by businessman and consumers, such as MSMEs. The purpose of this study was to examine the effect of consumer knowledge on purchase intention in MSMEs sustainable fashion products with trust as a mediator variable. The research method will use quantitative research. The samples obtained were 257 consumers of Indonesian MSMEs fast fashion products and used the Qualtrics electronic questionnaire. This research data is from perception data for sustainable fashion knowledge variables, trust, and purchase intention in MSMEs sustainable fashion products. The data were processed using SPSS to test the validity, reliability, regression analysis, and mediation test using JASP. The results obtained are that consumers who know sustainable fashion will make these consumers more confident in sustainable fashion MSMEs products and ultimately increase consumer purchase intention in MSMEs sustainable fashion products. So, it is very important for MSMEs engaged in the sustainable fashion business to educate consumers about the meaning of sustainable fashion and the practice of MSMEs in a sustainable fashion.