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

Author

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  • Namhee Yoon

    (Department of Home Economics Education, Korea University, Seoul 02841, Korea)

  • Ha Kyung Lee

    (Department of Textiles, Merchandising, and Fashion Design, Seoul National University, Seoul 08826, Korea)

  • Ho Jung Choo

    (Department of Textiles, Merchandising, and Fashion Design, Seoul National University, Seoul 08826, Korea
    Research Institute of Human Ecology, Seoul National University, Seoul 08826, Korea)

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.

Suggested Citation

  • Namhee Yoon & Ha Kyung Lee & Ho Jung Choo, 2020. "Fast Fashion Avoidance Beliefs and Anti-Consumption Behaviors: The Cases of Korea and Spain," Sustainability, MDPI, vol. 12(17), pages 1-20, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:6907-:d:403948
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    References listed on IDEAS

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    Cited by:

    1. Andreza de Aguiar Hugo & Jeniffer de Nadae & Renato da Silva Lima, 2021. "Can Fashion Be Circular? A Literature Review on Circular Economy Barriers, Drivers, and Practices in the Fashion Industry’s Productive Chain," Sustainability, MDPI, vol. 13(21), pages 1-17, November.
    2. Dan-Cristian Dabija & Veronica Câmpian & Anna-Rebeka Pop & Raluca Bãbu?, 2022. "Generating loyalty towards fast fashion stores: a cross-generational approach based on store attributes and socio-environmental responsibility," Oeconomia Copernicana, Institute of Economic Research, vol. 13(3), pages 891-934, September.
    3. Monica-Maria Tomșa & Andreea-Ioana Romonți-Maniu & Mircea-Andrei Scridon, 2021. "Is Sustainable Consumption Translated into Ethical Consumer Behavior?," Sustainability, MDPI, vol. 13(6), pages 1-14, March.
    4. Marie Stenton & Veronika Kapsali & Richard S. Blackburn & Joseph A. Houghton, 2021. "From Clothing Rations to Fast Fashion: Utilising Regenerated Protein Fibres to Alleviate Pressures on Mass Production," Energies, MDPI, vol. 14(18), pages 1-18, September.
    5. Rasa Bartkutė & Dalia Streimikiene & Tomas Kačerauskas, 2023. "Between Fast and Sustainable Fashion: The Attitude of Young Lithuanian Designers to the Circular Economy," Sustainability, MDPI, vol. 15(13), pages 1-21, June.
    6. Patricia SanMiguel & Silvia Pérez-Bou & Teresa Sádaba & Pedro Mir-Bernal, 2021. "How to Communicate Sustainability: From the Corporate Web to E-Commerce. The Case of the Fashion Industry," Sustainability, MDPI, vol. 13(20), pages 1-27, October.
    7. Yiling Zhang & Ying Zhou & Yangyang Liu & Zengrui Xiao, 2023. "Research on the Influencing Mechanism of the Effect of Brands’ Sustainable Behaviors on Consumer Attitudes: An Empirical Study on Clothing Brands," Sustainability, MDPI, vol. 15(3), pages 1-16, January.

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