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The motivational drivers of fast fashion avoidance

The motivational drivers of fast fashion avoidance Purpose – This study aims to investigate the conceptual structure of fast fashion avoidance among young consumers in Korea. The effects of negative beliefs on the behavioural intention regarding fast fashion avoidance are empirically examined. Design/methodology/approach – A conceptual model of fast fashion avoidance is proposed and tested based on the literature and blog analyses. Web‐based online survey data are analyzed by second‐order factor analysis and hierarchical regression. Findings – The second‐order structure of eight negative beliefs is statistically supported. Among these negative beliefs, poor performance and deindividuation have positive effects on fast fashion avoidance. While inauthenticity has a negative effect, big store discomfort and foreignness have an interaction effect with regards to the lack of alternatives. Research limitations/implications – The results are based on convenient sampling of young female adults. However, it is tested in Korea, of which global fast fashion retailing is in its growing stage. Originality/value – This study represents a new attempt to apply the concept of brand avoidance to an explanation of fast fashion avoidance, and test it using empirically‐collected survey data. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

The motivational drivers of fast fashion avoidance

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References (39)

Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/JFMM-10-2011-0070
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study aims to investigate the conceptual structure of fast fashion avoidance among young consumers in Korea. The effects of negative beliefs on the behavioural intention regarding fast fashion avoidance are empirically examined. Design/methodology/approach – A conceptual model of fast fashion avoidance is proposed and tested based on the literature and blog analyses. Web‐based online survey data are analyzed by second‐order factor analysis and hierarchical regression. Findings – The second‐order structure of eight negative beliefs is statistically supported. Among these negative beliefs, poor performance and deindividuation have positive effects on fast fashion avoidance. While inauthenticity has a negative effect, big store discomfort and foreignness have an interaction effect with regards to the lack of alternatives. Research limitations/implications – The results are based on convenient sampling of young female adults. However, it is tested in Korea, of which global fast fashion retailing is in its growing stage. Originality/value – This study represents a new attempt to apply the concept of brand avoidance to an explanation of fast fashion avoidance, and test it using empirically‐collected survey data.

Journal

Journal of Fashion Marketing and Management – Emerald Publishing

Published: May 3, 2013

Keywords: Fast fashion; Brand avoidance; Fast fashion avoidance; Negative beliefs; Korea; Young consumers; Fashion; Clothing; Dress

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