Consumer Behavior Characteristics in Fast Fashion

Author: Tina Yinyin Wang

Abstract: Currently there is a lack of research in fast fashion consumer behaviors both in academic and marketing aspects. This research addresses the fast fashion consumer behavior characteristics, and analyzes the how general consumer behavior theories apply to fast fashion consumer behavior, and what the underlying causes that form the behaviors. The
analyses are based on combination and comparison of conventional consumer behavior theories, empirical basis that is found from questionnaires conducted in Sweden, and brands studies on H&M, Ginatricot and Zara. The main results from the analyses are respectively obtained in 3 main terms: Decision making process and involvement, Individual differences, and Group influences. The three aspects try to cover the main topics according to general consumer behavior theories. And the outcome is further developed into marketing implication, also offering ideas for further research.