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

Namhee Yoon, Ha Kyung Lee and Ho Jung Choo
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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

Sustainability, 2020, vol. 12, issue 17, 1-20

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.

Keywords: fast fashion; fast fashion avoidance; avoidance belief; anti-consumption of fast fashion; Korea; Spain (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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