Fast-fashion consumers’ post-purchase behaviours

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to explore fast-fashion consumers' post-purchase behaviours and examine relationships among fast-fashion purchase, disposing, hoarding, participation in recycling, and environmental attitudes. Design/methodology/approach -A survey questionnaire was developed and a total of 335 college students completed it in a classroom setting. Of the data collected, 274 students who purchased fast-fashions were used for this study. Descriptive statistics were used to summarize the data and Pearson correlations were conducted to examine relationships among the variables. Findings -Results of Pearson correlations indicated that fast-fashion purchase was positively related to disposing and hoarding, but negatively related to participation in recycling. Apparel hoarding was positively related to recycling, but no relationships were found between environmental attitudes and any of the following: fast-fashion purchase, disposing, hoarding, or participation in recycling. Practical implications -Fast-fashion suppliers should encourage consumers' participation in recycling and should take responsibility for collecting their post-purchase products. Originality/value -This paper provides important contributions to the literature about fashion retailing/marketing and post-purchase behaviours. Although young fashion-oriented consumers easily purchase and dispose of trendy and cheap fast-fashions, little is known about their post-purchase behaviours. Findings of this study showed that fast-fashion consumers had positive attitudes towards the environment, yet they did not participate in recycling. The finding implies that fast-fashion suppliers need to develop a culture to support sustainability of consumption.

Sustainable Retailing in the Fashion Industry: A Systematic Literature Review

“…Based on Bly et al's [15] research, consumers treat the fast fashion model as the very antithesis of sustainability. Consistently, based on a survey of the students who had purchased fast fashion clothes, Joung [18] found that although fast-fashion consumers were interested in the environment, they did not participate in recycling. However, as indicated by Thomas [57], the sustainable fashion consumption pioneers appear skeptical of the sustainability efforts of the major fashion retailers.…”

“…Secondhand fashion has gained attention from researchers in both developing countries (e.g., [32,36]) and developed countries (e.g., [15,18,26,[37][38][39]). However, the most extant research explores companies' sustainability practices in developed countries, because there are more established companies that have built upon their business success and continue to have an influential impact on the business model.…”

“…After that, the articles were further refined by these themes as the data analysis proceeded. The results of data analysis indicated that these research articles could be categorized into five major content areas, which include: (1) sustainable retailing in disposable fashion, fast fashion, and slow fashion [14][15][16][17][18][19][20][21][22]; (2) green branding and eco-labeling [15,17,20,[23][24][25][26][27][28][29][30][31][32][33][34][35][36]; (3) retailing of secondhand fashion [15,18,21,26,32,[36][37][38][39]; (4) reverse logistics in fashion retailing [21,22,[36][37][38]40,41]; (5) emerging retailing opportunities in e-commerce [15,21,22,[42][43]…”

Factors Influencing Consumers’ Intention to Return the End of Life Electronic Products through Reverse Supply Chain Management for Reuse, Repair and Recycling

“…However, according to extended producer responsibility, the responsibility of producers is not finished yet, and it is extended to the post consumption stage where they should be responsible about reuse, recycle and salvage of their EOL products so many companies established a reverse supply chain management for collection of EOL products [7]. As the producers have become responsible for collecting their EOL and used products, some researchers studied the process and application of reverse supply chain related to disposal and renewal of post consumption products [8] besides the post-purchase behaviors regarding disposing, and participation in recycling [9]. Up to now there is no study that examines the customers' behavior and intention to collaborate with producer for reuse, repair and recycling the EOL electronic products.…”

Fashion sensitive young consumers and fashion garment repair: Emotional connections to garments as a sustainability strategy

“…This conceptualization of fashion sensitivity is supported by previous studies which note that consumers who are motivated to purchase greater volumes of fashion products also throw more away (Joung, ; Lang et al, ), and may divide fashion clothing into categories of those that have less personal attachment or value than those fashion items that promote emotional attachment (Bianchi & Birtwistle, ; Koch & Domina, ). Thus, Hypothesis 1 is proposed:…”