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

Cristel Joy G. Cayaban, Yogi Tri Prasetyo (), Satria Fadil Persada, Rianina D. Borres, Ma. Janice J. Gumasing and Reny Nadlifatin
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Cristel Joy G. Cayaban: School of Industrial Engineering and Engineering Management, Mapua 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
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

Sustainability, 2023, vol. 15, issue 11, 1-20

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.

Keywords: consumer behavior; fast fashion; sustainability; structural equation modelling; elaboration likelihood model of persuasion; theory of planned behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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