Study on Motives Underlying the Buying of Fast Fashion in India Despite Associated Sustainability Issues

Sushil Kumar Bishnoi; Ramratan Guru

doi:10.14502/tekstilec.67.2023065

Authors

Sushil Kumar Bishnoi Chandigarh University, Department of Fashion and Design, University Institute of Design, Punjab, India Author
Ramratan Guru Mody University of Science and Technology, School of Design, Sikar Rd, Laxmangarh, Rajasthan 332311, India Author

DOI:

https://doi.org/10.14502/tekstilec.67.2023065

Keywords:

sustainable fashion, fast fashion, fashion buying motives, consumer buying decision, slow fashion

Abstract

The purpose of this study was to identify motivational factors for consumers in making a purchase decision for a fast fashion product. The term fast fashion is used to refer to cheaper replicas of luxury fashion trends. Apart from impacting the environment adversely, fast fashion has several other issues as well. Fast fashion has many sustainability issues but its demand is growing at a tremendous pace. The motives for the preference for fast fashion were explored in this study. Both primary and secondary data were used to conduct this research. The primary data was collected for this study via questionnaire. All the factors are rated on the 7-point Likert scale. Furthermore, the laddering technique of interviewing was employed to investigate the underlying values. The study revealed that “creating self-identity” is the most influencing motive for consumers in making a purchase decision for a fast fashion product, while “showing dominance” is the least influencing motive for consumers in making a purchase decision for a fast fashion product. This study offers insight into the factors influencing buying decisions for a fast fashion product. This research can help address the issue of sustainability in the fashion industry. These findings can also be used to promote sustainable fashion.

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