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

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  • Cristel Joy G. Cayaban

    (School of Industrial Engineering and Engineering Management, Mapua University, 658 Muralla St., Intramuros, Manila 1002, Philippines
    School of Graduate Studies, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines)

  • Yogi Tri Prasetyo

    (International Bachelor Program in Engineering, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li 32003, Taiwan
    Department of Industrial Engineering and Management, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li 32003, Taiwan)

  • Satria Fadil Persada

    (Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Malang 65154, Indonesia)

  • Rianina D. Borres

    (School of Industrial Engineering and Engineering Management, Mapua University, 658 Muralla St., Intramuros, Manila 1002, Philippines)

  • Ma. Janice J. Gumasing

    (School of Industrial Engineering and Engineering Management, Mapua University, 658 Muralla St., Intramuros, Manila 1002, Philippines)

  • Reny Nadlifatin

    (Department of Information Systems, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo, Surabaya 60111, Indonesia)

Abstract

The large consumption of fast fashion brings many negative environmental impacts. Filipino consumers love and buy fast fashion because it is relatively cheap but trendy, and there are lots of fashionable designs to choose from. Despite the shortage in water supply and disposal issues of fast fashion, people still continue to purchase. The lack of awareness of consumers on sustainable fashion consumption led the researchers to conduct a study that aims to identify factors affecting Filipino consumers’ buying decisions on fast fashion using the combined theory of planned behavior, elaboration likelihood model, and hedonic motivation. A total of 407 participants were gathered through a convenience sampling approach, and the data collected were analyzed using structural equation modeling (SEM). The result shows that attitude towards fast fashion is the highest contributing factor to purchase intention. While social media positively affects purchase intention, sustainability advocacy negatively impacts the consumers’ intention to buy fast fashion. The awareness of sustainability leads to consumption reduction of fast fashion garments. Surprisingly, perceived product price and quality do not show a significant influence on purchase intention. Incorporating sustainability advocacy on social media may be a great strategy to encourage the sustainable consumption of fashion garments. The findings of this study could be a great tool to influence fashion companies and government institutions to promote sustainability awareness and transition marketing strategies to the sustainable consumption of fashion.

Suggested Citation

  • Cristel Joy G. Cayaban & Yogi Tri Prasetyo & Satria Fadil Persada & Rianina D. Borres & Ma. Janice J. Gumasing & Reny Nadlifatin, 2023. "The Influence of Social Media and Sustainability Advocacy on the Purchase Intention of Filipino Consumers in Fast Fashion," Sustainability, MDPI, vol. 15(11), pages 1-20, May.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:11:p:8502-:d:1154179
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    References listed on IDEAS

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    1. Ryutaro Sueda & Yuna Seo, 2024. "Understanding Consumer Perception of Sustainable Fashion in Japan: Insights Based on Recycled and Secondhand Clothing," Sustainability, MDPI, vol. 16(23), pages 1-15, November.
    2. Weronika Wojdyla & Ting Chi, 2024. "Decoding the Fashion Quotient: An Empirical Study of Key Factors Influencing U.S. Generation Z’s Purchase Intention toward Fast Fashion," Sustainability, MDPI, vol. 16(12), pages 1-16, June.
    3. Mohammed Hael & Saddam A. Hazaea & Honglie Zhang & Hadi Mareeh, 2025. "Mapping the literature trends of consumer behavior and sustainability: insights from a bibliometric analysis approach," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 27(5), pages 9841-9871, May.
    4. Verónica Baena, 2024. "The shift from fast fashion to socially and sustainable fast fashion: The pivotal role of ethical consideration of consumer intentions to purchase Zara," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(5), pages 4315-4328, September.
    5. Jayson Diaz, 2024. "Exploring Key Factors Influencing Fashion Preferences and the Role of Social Media Advertising in the City of Koronadal, South Cotabato, Philippines," International Journal of Management, Knowledge and Learning, ToKnowPress, vol. 13, pages 195-207.
    6. Claus Jacob, 2024. "Infinite Affluence on a Finite Planet," Sustainability, MDPI, vol. 16(18), pages 1-14, September.

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