Fast Fashion Avoidance Beliefs and Anti-Consumption Behaviors: The Cases of Korea and Spain

Abstract

The ethics of the fast fashion industry have been called into question with the emergence of new consumption paradigms, such as anti-consumerism and sustainable consumption. This study aims to explore the conceptual structure of fast fashion avoidance beliefs that have led to the anti-consumption of fast fashion. Data were collected from female consumers aged between 20 and 39 years with experiences of purchasing fast fashion brands in Korea and Spain. The structure of avoidance beliefs was compared through second-order factor analysis, and the data were analyzed using multiple regression. The structure of avoidance beliefs showed satisfactory validity and reliability in Korea, whereas deindividuation and foreignness were not included as negative beliefs in Spain. An analysis of the association between negative beliefs and anti-consumption showed that deindividuation and foreignness had positive effects on the anti-consumption of fast fashion in Korea. In Spain, poor performance and irresponsibility had positive effects, while overly trendy style had a negative effect on the anti-consumption of fast fashion. These findings contribute to the literature on anti-fast fashion consumption as part of the ethical apparel consumption movements. We can understand global consumers’ anti-consumption of fast fashion, diagnose the current status of fast fashion in the global market, and even suggest future directions for fast fashion retailers.

Can Fashion Be Circular? A Literature Review on Circular Economy Barriers, Drivers, and Practices in the Fashion Industry’s Productive Chain

“…cused on analyzing consumer perspectives on fashion sustainability [33][34][35][36][37][38][39][40][41], since it is extremely important to identify the main causes that drive consumption habits towards or away from sustainable fashion practices.…”

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From Clothing Rations to Fast Fashion: Utilising Regenerated Protein Fibres to Alleviate Pressures on Mass Production

“…As discussed in Section 3.2.2, although consumption has increased, the number of usages has decreased by 36% compared to just 15 years ago [39]. It is suggested that this reduction in use is not only a result of our temptation to buy new garments but is also a consequence of cheaply made, low-quality garments [64,[98][99][100], which can result in a lack of attachment between product and consumer [31,100].…”

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“…The same disparity found amongst consumers can be observed amongst researchers: this is one of the reasons why we wish to address this question in our study. Many authors are skeptical regarding the sustainability efforts of the major fashion retailers [41,43,48]. Fletcher [45] questions the model of continuous growth itself, calling for a vision of the fashion sector based on a different starting point.…”