Extending the theory of reasoned action to understand fast fashion by younger consumers

Abstract

Fast fashion is trendy among young people because of its convenience, fashion, and price. With the development of social networks and online shopping, young people's fast fashion buying behaviour is affected by which factors? This study will explore the factors affecting young people's intention to buy fast fashion based on the theory of reasoned action (TRA). This study examines fashion innovativeness, product quality, social media, store-related attributes, and price. Both qualitative and quantitative studies were conducted - a quantitative study with 310 online samples surveyed over two weeks. In this study, a structural equation model (SEM) was used to process and analyse the data with SPSS and AMOS software and test the hypothesised relationships. Research shows that young people's plans to buy fast fashion are affected by five factors: the store-related attributes (SRA), price, attitude, quality, and subjective norms. Both theoretical and practical contributions will be discussed.