Purchasing Fast-Fashion in Indonesia: Do We Like It or Do We Have to Like It?

Abstract

Introduction: Fast-fashion has been contributing to the growth of fashion industry globally by shortening its life cycle and transformed the behavior of companies as well as younger consumers. Background Problems: Younger consumers generally motivated to purchase products, especially those image-enhancing, not only externally (e.g. subjective norms and behavioral control) but also internally (e.g. intention to look good, positive attitude) yet it is unclear which motivation is more dominant factors. Novelty: This study combine two concepts namely theory of planned behavior that explained how internal and external motivation shaped younger consumer purchasing behavior and trait of vanity as the internal motivation that drive them to purchase fast-fashion. Research Methods: This study was conducted through online survey to young consumers who are active in social media for data collection, resulting in 336 valid responses and analyzed with structural equation modeling. Findings/Results: It was found that attitude was the most important determinant of purchase intention, followed by physical vanity, subjective norm, and perceived behavioral control. Further, perceived behavioral control also have significant positive relationship with purchasing behavior. Conclusion: Younger consumers are more affected by their intrinsic motivation to consume fast-fashion compared to extrinsic motivation from society. This information is useful for marketers to improve their communication strategy by emphasizing individual values that may shape positive attitude such as quality and comfort.

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

“…On the other hand, the subjective norm does not correlate with sustainability advocacy (H7; B = 0.034) and purchase intention (H8; B = 0.069). This is in contrast with research on the younger generation's purchase intention on fast fashion [46] and consumers with green purchases [90]. In this study, family, friends, and peers do not influence either the intention of buying fast fashion or the awareness of sustainable fashion.…”

“…The indicators include the importance of fast fashion brands (ATT1; λ = 0.878), the importance of image (ATT2; λ = 0.828), fast fashion that looks good (ATT3; λ = 0.833), and fast fashion satisfactory (ATT4; λ = 0.834). The result shows consistency with the previous study conducted on the younger generation where attitude is found to be the most important determinant in purchasing fast fashion [46]. A person's attitude towards fast fashion is a crucial indicator of purchasing.…”

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