From impulse to wardrobe: understanding the factors influencing fast fashion consumer purchasing decisions

Purpose This study aims to examine the key elements driving consumer behaviour in the purchase of fast fashion apparel, with an emphasis on the correlations between environmental issues, marketing approaches and purchase intention. Design/methodology/approach Data were collected using an adapted questionnaire, and 343 respondents were included. The relationships among the main constructs, such as Attitude, Subjective Norms, Environmental Concerns, Green Marketing, Brand Loyalty and Perceived Benefits, were assessed using partial least squares structural equation modelling (PLS-SEM). Findings The findings suggest that customers are more likely to be enticed by green brands with environmental issues and green marketing strategies. However, external forces do not directly cause customers to make purchases. Instead, positive attitudes and high brand loyalty were powerful predictors of purchase intention. Subjective norms showed that social pressure has a very high impact on purchasing behaviour in fast-fashion settings. Research limitations/implications Future studies must examine the mediating effects between environmental issues and purchase intentions and examine the cultural differences in the ways consumers from different groups respond to sustainable fashion marketing. Originality/value This study also offers workable and comprehensive information on how environmental sensitivity in marketing can be used to encourage brand loyalty, attractiveness and ethical consumption in the fast fashion sector with respect to the increasing literature on sustainable consumer behaviour.