Psychological Drivers and Behavioral Outcomes of Fast Fashion Consumption: A Meta-Analytic

Area of Science:

• Consumer Psychology
• Marketing Science
• Behavioral Economics

Background:

• Fast fashion's psychological and behavioral drivers require deeper understanding.
• Integrating established theories with brand-specific constructs offers a richer explanatory model.

Purpose of the Study:

• To meta-analytically synthesize determinants of fast fashion consumption.
• To extend the Theory of Planned Behavior (TPB) with brand perception factors.
• To examine the influence of perceived scarcity, quality, and self-congruity on consumer behavior.

Main Methods:

• Random-effects meta-analysis of 2004-2024 studies.
• Integration of TPB constructs (attitudes, norms, control) with brand perceptions.
• Statistical synthesis of empirical evidence on psychological and behavioral factors.

Main Results:

• Brand attitude is the primary predictor of purchase intention.
• Self-congruity significantly enhances all TPB components.
• Perceived quality influences both cognitive and social consumer judgments.

Conclusions:

• The extended TPB framework provides a comprehensive model for fashion consumption.
• Marketing strategies should leverage scarcity and self-identity alignment.
• Findings inform culturally sensitive, identity-driven branding in fast fashion.