Comparative Analysis of Fast Fashion and Slow Fashion on Consumer Purchase Behavior

Yu Suxia, Rosita binti Mohd Tajuddin, Shaliza binti Mohd Shariff and Chen Yingyi
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Yu Suxia: College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia
Rosita binti Mohd Tajuddin: College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia
Shaliza binti Mohd Shariff: College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia
Chen Yingyi: College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 1093-1101

Abstract: This study aims to compare consumer purchasing behaviors between fast and slow fashion, highlighting their profound market implications and providing strategic guidance for businesses to develop more effective market strategies. It focuses on consumer decision-making processes, brand loyalty, environmental responsibility, and emotional drivers. In-depth analyses of fast fashion brands Zara and slow fashion brand Patagonia reveal the links between marketing strategies and consumer responses.The findings indicate that fast fashion consumers are susceptible to price and fashion trends, showing frequent purchasing behaviors and lower brand loyalty. In contrast, slow fashion consumers prioritize product durability and brand social responsibility, demonstrating higher brand loyalty and environmental awareness. Zara’s market dominance stems from its fast supply chain and low-cost strategies, while Patagonia gains consumer trust through eco-friendly marketing and transparent production. The study primarily relies on a literature review and corporate case analysis, lacking field research and consumer interviews. Data sources may be constrained by the timeliness and regional scope of existing literature. Cross-cultural differences are also not fully addressed. The findings provide strategic insights for fashion brands. Fast fashion brands should optimize supply chain management and strengthen environmental responsibility strategies to enhance long-term competitiveness. Slow fashion brands should reinforce brand storytelling and consumer education to expand market penetration. Fashion retailers can adjust product development, marketing, and supply chain management strategies based on the findings, balancing economic profitability and social responsibility. By raising consumer awareness, companies can achieve a win-win situation in environmental protection and market competition. This study highlights the importance of sustainable fashion development by comparing consumer behavior characteristics of fast and slow fashion. It provides a theoretical foundation and practical reference for academic research and corporate practices, opening new perspectives for future research.

Date: 2025
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