FINAL_ADM466

Consumer Attitudes and Behaviors towards Fast Fashion
Morgan Easton
May 21, 2014
San Francisco State University

Abstract
This study looks at the growing trend of Fast Fashion retailers by comparing the attitudes
and behaviors of various consumers of different demographics. The attitudes and behaviors we
focused our study on looked at the significance of whether or not the consumer understood the
workings of Fast Fashion, how often they consumer its merchandise, if they view it as lower
quality, and if and how they dispose of the merchandise. The attitudes were measured on a five
point Likert-type scale. We looked at how these quantified attitudes varied among gender, age
and how frequently they shopped online. The behaviors were also measured partially on this
scale as well.

Chapter I
Introduction
In this past decade Fast Fashion online and brick and mortar stores have exploded on to
the retail landscape. They have begun to change the foundation for not only consumption of
fashion customers, but manufacturing as well. Manufacturers have started designing themselves
and creating look books for retailers. These different points along the production chain have
adapted to create and obtain multitudes of merchandise as quickly as possible. This new pathway
towards Fast Fashion has shaped the fashion industry incredibly, but it is unknown whether or
not it is for the better in the minds and opinions of consumers.
Purpose
Being that this is a growing trend, the purpose of the study is to develop an awareness of
the consumer and see how this Fast Fashion industry change has altered their attitudes and
behaviors and how they view these particular retailers. The study measures consumer attitudes
towards Fast Fashion, looking specifically at variations in gender, age, and frequency of
disposal. The consumer attitudes chosen were based on nine variables that were found significant
in the preliminary research. The first hypothesis looks into the differences in consumer attitudes
towards Fast Fashion based on gender. The second hypothesis narrows in on the relationship in
consumer behaviors towards Fast Fashion based on the frequency of disposal. The third and last
hypothesis looks at the relationship in consumer attitudes towards Fast Fashion between
Generation Y, Generation X and Baby Boomer generations. The purpose of these statements is
to help various groups of researchers to better understand how fashion consumers are responding
towards Fast Fashion.

Justification
In order to have a successful, thriving business is to understand demographics and your
consumers. Fast Fashion is a controversial style of retail production and distribution, and
therefore needs in depth and first hand research into how people are responding. In order to adapt
accordingly, it is vital for retailers to understand how the different consumer demographics are
behaving and responding towards the retailers. This will enable businesses to either push their
Fast Fashion business forwards, or for other retailers to respond to the new threat of these
retailers.
Limitations
This study was conducted within a small timespan of only a few months. It also was done
with very few resources. The pool of surveyed individuals was received based on a convenience
sampling. Due to this, there was a larger majority of Generation Y respondents in comparison to
other generations. There was also a much greater frequency of females than males. With
additional time and resources, researchers would have been able to distribute the survey to a
wider range of the demographics and create an even better understanding.

Chapter II
Review of Literature
This literature review is to conduct research on various consumer behaviors and attitudes
in regards to Fast Fashion. Of the research gathered, the focus was primarily geared towards
generational differences having affects on how Fast Fashion is regarded as well as the intrinsic
differences between Fast Fashion and Slow Fashion in the retail marketplace.
Slow Fashion Versus Fast Fashion
Fast Fashion is a term that the industry uses to describe clothes that are quickly produced,
sometimes as replicas of designer works, and disposed of at a much more rapid pace by the
consumer. Margaret Bruce and Lucy Daly, of Manchester Business School, go into further detail
explaining that fast fashion consumers have a level of expectation that a retailer will replenish
clothes at a rapid pace and will provide an outlet for the constant change in trending apparel
(Bruce and Daly 2006). The Fast Fashion brand has a constant mandate to getting the clothing
from factory to sales floor as quickly as possible (Bruce and Daly 2006). On the contrary, Slow
Fashion, or sometimes regarded as “sustainable apparel” or “ethical fashion”, is defined as
clothing with a much longer period of usage for consumers, and does not generally try to
compete with the Fast Fashion sourcing and buying techniques (Joergens 2006). They tend to be
much more open of their practices to their consumers, and strive more on the basis of quality
trumping quantity.
Consumer Attitudes
Due to the recent upheaval in the past decade of large Fast Fashion companies,
consumers have been greatly confronted with a continual source of new, trendy apparel on a

much quicker basis. With the combination of the constant influx of new merchandise and the
exceptionally low price points, the consumption rate is extremely high. Attitude towards this
form of retail has been greatly shaped by new sources of brand loyalty. Due to the
aforementioned reasons, companies have provided a very reliable and enticing shopping
environment for customers. Creating this loyalty was developed in many stages including, but
not limited to: image-oriented, marketing-oriented, and sales-oriented loyalty (Choi et al 2010).
This loyalty has been able to swiftly develop in the past decade. Also the concept of “perceived
quality” is greatly in affect. Although it is generally much safer to say that Slow Fashion
dominates the true aspects of quality in terms of a garment’s value, one cannot ignore the idea
that Fast Fashion’s accessibility and continuous flow of merchandise creates a new sense of
quality to the company (Choi et al 2010). Lastly, a point that was made in the research discussed
the idea of self-image being greatly linked to consumer’s attitudes to Fast Fashion. Self-image
has always been a contributing factor to sales. However the low prices now allow a different
demographic to receive designer looks at a price they could now afford (Choi et al 2010).
Consumer Behaviors
The primary idea behind Fast Fashion’s consumer’s behavior is that they will buy and
dispose frequently. This obviously creates many issues for the environment and possibly
economically for other companies with different ideals (Gabrielli et al 2013). It is concluded as
well that due to the low prices and trends that appear in Fast Fashion stores, many consumer
purchases become impulse buys (Watson and Yan 2013). Simply stepping into a Fast Fashion
store can do the same job as many sales associates at a Slow Fashion store. The low prices affect
behavior greatly and make purchases less of off decision-making and more off urges. They can

get more of the clothes that they want on a much smaller budget, than if they had made the
decision to buy Slow Fashion articles of clothing (Watson and Yan 2013).
Generational Differences in Behavior. It is suggested that younger generations are
much more likely to adapt to the Fast Fashion scene for several reasons. Firstly, due to budget
constraints of young consumers, some Slow Fashion retailers are simply not affordable. Fast
Fashion provides them with access to what is trendy without harming their finances. Also, young
consumers are much more adaptable to new means of shopping (Watson and Yan 2013). Older
generations have generally developed a routine for making purchases, and are not as willing to
break habits.
Consumers’ behavior towards Ethical Fashion. Research has shown that consumers, if
aware of a company’s policies on how they treat their workers, would be more apt to shop there
(Joergens 2006). However, further results concluded that many consumers, despite a brief
awareness of Fast Fashion effects, do not sway their decision to shop there (Jeorgens 2006). All
of the research concluded that consumers are very unaware of the actual process and effects that
Fast Fashion has on the environment and people around the world, and because of this, they are
likely to not be wavered from shopping at these companies (Kim et al 2013).
Fast Fashion or Slow Fashion for Consumers
Although there is a great amount of research in the field of Fast Fashion and Slow
Fashion, there is no absolute evidence to provide either with a larger percentage of consumers.
Sales are driven towards each for varying reasons. The largest concern of many is whether Fast
Fashion is something that will simply run its course, and will fade out due to the revelation of
dangerous methods, or is Slow Fashion a dying art and not a future trend (Joergens 2006).

Chapter III
Methodology
Conceptual Model
The model that is provided below (Figure 1) gives a visual map to look at the relationship
between the independent and dependent variables. The independent variables that were tested in
this research were age, gender, and frequency of disposal, as one can see in the three hypotheses.
The dependent variables were the attitudes questions 1-9. The conceptual models shows that we
witnessed the relationship between the independent and dependent variables.
Operational Definitions
1. Fast Fashion is retailers that create and push generally lower quality product in mass
quantities at a rapid pace.
2. Generation X is the age group born between 1965 – 1980.
3. Generation Y is the age group born between 1981 – 2000.
4. Baby Boomer Generation is the age group born between 1946 – 1964.
5. Disposal Habit is an individual’s habitual pattern and method of getting rid of their
personal clothing
Questionnaire Development
To best research consumer attitudes and behaviors towards Fast Fashion, we developed
and conducted a survey utilizing a five point Likert-type scale to measure these individuals’
responses to the questions. The five point Likert-type scale ranges from “1: Strongly Disagree to
5: Strongly Agree”.

Chapter IV
Results
Description of Respondents
Within the conducted survey, a total of 380 respondents answered a series of 15 questions
all regarding their attitudes and behaviors towards Fast Fashion. The respondents were all varied
in gender, education, and income levels. Of those surveyed, the gender majority was
overwhelmingly female, at 71.8% (n=273). For income levels, the largest group, coming in at
precisely 35%, was the bracket for those making up to $25,000 annually (n=133). Very close to
half of those surveyed, at 45%, had achieved a BA/BS degree in college as their highest level of
education (n=173). See Table 1.
Table. 1
Demographics
Variable Frequency Percent
Gender
Male 107 28.2
Female 273 71.8
Total 380 100.0
Income level
0-25,000 133 35.0
26,000-50,000 96 25.2
51,000-75,000 73 19.2
76,000-100,000+ 77 20.3
Total 380 100.0
Educational level
High school 62 16.3
AA/AS 102 26.8
BS/BS 171 45.0
Masters/higher 45 11.8
Total 380 100.0

Frequency and Percent of Consumer Attitudes
The aforementioned survey showcased multiple questions measured utilizing a Likert-
type scale; the respondents chose options between “1: Strongly Disagree”, “2: Disagree”, “3:
Neutral”, “4: Agree”, and lastly “5: Strongly Agree”. A gaping majority of the respondents
(n=290), at 76.4%, agreed or strongly agreed that Fast Fashion retailors introduce new
merchandise at a much more rapid pace comparably (Q: 3). Then numerically similar, 66.9% of
Table. 2a
Q1-Q3: Frequency and Percent of Consumer Attitudes
Variable Frequency percent
Q1. Fast fashion retailers introduce
new styles quickly.
Strong Disagree 6 1.6
Disagree 26 6.8
Neutral 58 15.3
Agree 194 51.1
Strongly Agree 96 25.3
Total 380 100.0
Q2. Fast Fashion retailers’ products are
fresh in terms of fashion trends.
Disagree 26 6.8
Neutral 90 23.7
Agree 194 51.1
Total 380 100.0
Q3. Fast Fashion retailers’ products
move fast.
Disagree 19 5.0
Neutral 97 25.5
Agree 173 45.5
Total 379 99.7
Missing System 1 .3
Total 380 100.0

the surveyed group (n=254) agreed that Fast Fashion retailers are very aware of new trends and
keep their inventories up to date in terms of style (Q: 2). This correlation between these two
questions greatly explains that consumers do have a general understanding of the rapid pace of
Fast Fashion.
Table. 2b
Q4-Q6: Frequency and Percent of Consumer Attitudes, Cont.
Q4. Fast fashion is cheap.
Disagree 41 10.8
Neutral 80 21.1
Agree 185 48.7
Total 380 100.0
Q5. The price is lower than
comparable fashion stores.
Disagree 30 7.9
Neutral 93 24.5
Agree 162 42.6
Total 380 100.0
Q6. I have a favorable opinion
of Fast Fashion retailers.
Disagree 58 15.3
Neutral 133 35.0
Agree 125 32.9
Total 380 100.0
Furthermore in the survey, the vast majority at 67.6% either agreed or strongly agreed
that Fast Fashion was of a much lower quality when directly compared to other merchandise

(Q: 7), however the majority of respondents, at 77.1% either had a neutral or favorable opinion
of Fast Fashion retailors (n=293). This begs the question as to why consumers are able to
maintain a neutral to positive outlook on Fast Fashion, whilst knowing and believing that the
products are of an inferior quality and are produced at a rapid pace. We can postulate that the
reason is that people opt for quantity over quality in regards to Fast Fashion. The respondents
were asked this very question, and shockingly, stated otherwise (Q: 8). Over half, at 52.6%,
either disagreed or strongly disagreed, stating that they do prefer quality to quantity (n=200). The
consumer attitudes towards Fast Fashion seem to be in logical accordance aside from the answer
that the majority does have a favorable opinion of the retailers. Possibly, it is due to 66.1% of the
respondents are aware of the very low Fast Fashion prices, and are swayed in this regard (Q: 5).
See Tables 2a, 2b, and 2c.
Frequency and Percent of Consumer Behaviors
In regards to the questions concerning consumer behaviors towards Fast Fashion, exactly
85% of respondents (n=323) purchased 3 or less pieces of Fast Fashion per month (Q: 10). And
when their Fast Fashion pieces are deemed “no longer in style”, precisely 65% of the people
surveyed (n=247) either disagreed or strongly disagreed that they throw out the clothing (Q: 11).
Furthermore, the largest percentage of respondents agreed to rarely discard any clothing (Q: 13).
Next the respondents were asked how they discarded their unwanted clothing. Their choices
were either “Donation”, “Resell and/or Trade”, “Trash and/or Throw Away”, or lastly
“Repurpose”. The results were tight between “Donate” (n=163), at 42.8%, and “Resell and/or
Trade” (n=161) at 42.3%. Only 9.7% of the respondents stated that they “Trash and/or Throw
Away” their clothing when they no longer want or need it (n=37). The behaviors of the

Table. 2c
Q7-Q9: Frequency and Percent of Consumer Attitudes,Cont.
Variable Frequency percent
Q7. Fast fashion products
are of lower quality.
Disagree 35 9.2
Neutral 82 21.6
Agree 152 40.0
Total 380 100.0
Q8. I prefer quantity over quality
for Fast Fashion products.
Disagree 126 33.2
Neutral 70 18.4
Agree 87 22.9
Total 380 100.0
Q9. Fast fashion companies are
environmentally responsible.
Disagree 107 28.2
Neutral 155 40.8
Agree 31 8.2
Total 380 100.0
respondents were very fluid and did not seem to make any contradictions within their individual
answers to the questions. See Tables 3a, 3b, and 3c.
Mean and Rank of Consumer Perceptions of Fast Fashion
In order to further interpret the range of answers collected for the questions utilizing the
Likert Scale, a table of means and rankings was created. Finding a mean with surveyed data can
be additionally helpful to get a simple understanding of the general consensus to a survey

Table. 3a
Q10-Q-11: Frequency and Percent of Consumer Behaviors
Q10. How frequently do you
purchase Fast fashion products
per month?
Valid 0 79 20.7
1 137 36.1
2 62 16.3
3 45 11.8
4 26 6.9
5 12 3.2
6+ 19 5
Total 380 100.0
Q11. I generally discard clothing
when it is out of fashion.
Valid Strong Disagree 76 20.0
Disagree 171 45.0
Neutral 59 15.9
Agree 64 16.8
Total 380 100.0
question. The table showcases the mean of the answers, and then ranks them from numerically
highest to lowest. Of the 15 survey questions, the highest ranked answer with a mean of 3.92,
rounding to “Agree”, was that Fast Fashion introduces new fashions quickly (Q: 1). This shows
that the respondents had at least a general understanding of what Fast Fashion is. Next in line
with a mean of 3.83, was respondents generally agree that Fast Fashion is of lower quality (Q: 7).
The median of the means was 3.71, with the question of whether the respondents thought that
Fast Fashion retailers were up to date with fashion trends. The lowest ranked mean was 3.21,
showing that the average was a slightly higher than neutral response, for the question of whether
or not the respondent had a favorable opinion of Fast Fashion. The means of all of the questions
were all above neutral, showing that the respondents were generally in accordance with the
questions. See Table 4.

Table. 3b
Q12-Q13: Frequency and Percent of Consumer Behaviors,Cont.
Variable Frequency present
Q12. I typically discard clothing
only when it is damaged or worn out.
Disagree 62 16.3
Neutral 43 11.3
Agree 185 48.7
Total 379 99.7
Missing System 1 .3
Total 380 100.0
Q13. I rarely dispose of clothing.
Disagree 93 24.5
Neutral 51 13.4
Agree 124 32.6
Total 380 100.0
Table. 3c
Q14-15: Frequency and Percent of Consumer Behaviors, Cont.
Q14. How frequently do you
dispose of your Fast Fashion?
Valid 0 82 21.6
1 121 31.8
2 83 21.8
3 34 8.9
4 27 7.2
5 11 2.9
6+ 22 5.8
Total 380 100.0
Q15. How do you dispose of it?
Valid Donation 163 4209
Resell/Trade 161 42.4
Trash/Throw away 37 9.7
Repurpose 19 5.0
Total 380 100.0

Table. 4
Mean and Rank of Consumer Perceptionstowards Fast Fashion
Variable Mean Rank
Q1. Fast Fashion introduces
new fashions quickly.
3.92 1
Q7. Fast Fashion products
3.83 2
Q3. Fast fashion retailers’
products move fast.
3.81 3
Q5. The prices are lower
than other stores.
3.78 4
Q2. Fast fashion retailers’ products
are fresh in terms of fashion trends.
3.71 5
Q8. I prefer quantity to quality
when it comes to purchasing fast
fashion products.
3.63 6
Q4. Fast fashion is reasonable priced
3.61 7
Q9. Fast fashion companies are
environmentally responsible
3.38 8
Q6. I have a favorable opinion of
Fast fashion retailers.
3.21 9
Independent Sample t Test for Gender Differences in Consumer Attitudes
In order to better understand if differences in opinion could be traced to the variable of
gender, a t Test was conducted to calculate if the sex of the respondent played a role in their
answers. There are three types of t Testing: Independent samples, Paired Samples, and One
Sample t Testing. For this specific data and table, Independent Sample t Testing was utilized.
Significance is found when p ≤ 0.05. In order to see if males and females feel differently in
regards to the questions, the data was charted.

Of the 9 questions based on consumer attitudes, only 2 showed significance (where p ≤
0.05). The first question of significance was whether the respondent thought that Fast Fashion
retailers’ products move quickly. Both males and females generally agreed. The next question
holding significance was whether or not Fast Fashion clothing was of lower quality. Males and
females both agreed again. The means for both genders were generally very similar and always
within .2 away from each other. Females were always slightly higher, showing that they
generally agreed more than males. However, the differences were fractional and not significant.
The question showing the least significance asked if the respondent had a favorable opinion of
Fast Fashion retailers, with p = .79. See Table 5.
Table. 5
Independent Sample t Test for Gender Differences of Consumer Attitudes
Variable Male Female t p
Mean Mean
Q1. Fast Fashion introduces
new fashions quickly.
3.78 3.97 -1.899 0.058
Q2. Fast Fashion retailers’ products
3.58 3.75 -1.699 0.090
Q3. Fast Fashion retailers’
products move fast.
3.62 3.88 -2.432 0.016
Q4.Fast Fashion is reasonable priced.
3.44 3.68 -2.096 0.37
Q5.The price is lower than
other stores.
3.64 3.84 -1.805 0.72
Q6. I have a favorable opinion of
Fast Fashion retailers.
3.06 3.27 -1.760 0.79
3.79 3.85 -0.542 -0.061
Q8. I prefer quantity to quality
when it comes to purchasing
Fast Fashion products.
2.44 2.70 -1.931 0.054
Q9. Fast Fashion companies
are environmentally responsible

Figure 2. Attitudes and Behaviors towards Fast Fashion Survey Results by Gender
Correlation Data Table for Frequency of Disposal
Correlation testing is used to calculate the relationships between two continuous
variables. The relationship between the two variables ranges from r=-1 to r=1. When r=-1, this
means that a strong negative relationship, or an indirect relationship, has been found, whereas
r=1, will mean a strong positive relationship, or a direct relationship. Just like the
aforementioned Table, significance is found only when p ≤ 0.05.
There were only 2 questioned that showed significance. The first question asked whether
Fast Fashion retailers’ products moved fast, with p = .047, and a direct relationship. The other
question holding significance was if the price of Fast Fashion is lower than other retailers, with
p = .040, and a direct relationship. The absolute least significant question asked whether
respondents thought that Fast Fashion retailers were environmentally conscious; it’s p = .78 and
it had a indirect relationship. See Table 6.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9
Male Female

Table. 6
Correlation Data Table for Frequency of Disposal
Variable r p
Q1. Fast Fashion retailers introduce .035 .498
new styles quickly
Q2. Fast Fashion retailers’ products -.012 .818
Q3. Fast Fashion retailers’ products .102 .047
move fast.
Q4. Fast Fashion is reasonably .099 .055
priced.
Q5. The price is lower than .106 .040
other retailers.
Q6. I have a favorable opinion of .080 .120
Fast Fashion retailers.
Q7. Fast Fashion products are of .049 .343
lower quality.
Q8. I prefer quantity over quality .033 .527
when it comes to purchasing
Fast Fashion products.
Q9. Fast Fashion companies are -.014 .780
Chi-Square Testing on Generational Differences in Consumer Attitudes
Chi-Square Testing calculates the similarities and differences between multiple
categorical variables. For this specific Chi-Square test, a table was created to measure the
relationship between different age groups to determine if it affects consumer attitudes. The age
groups that were surveyed were Generation Y (ages 18-33), Generation X (ages 34-45), and the
Baby Boomers (ages 46-70). Again, there is statistical significance found when p ≤ 0.05.

For this test, again there were only 2 questions that held significance. They were: Fast
Fashion retailers’ products move quickly (p = .033) and Fast Fashion products are of lower
quality (p = .024). The latter question sparked more interest in generational answers. It seemed
that the Baby Boomers, although aware of the inferior quality of Fast Fashion clothing, are at
least 10% less likely to agree with the statement than the other two generations (Baby Boomers
are at 60%, Generation Y is at 70.6%, and Generation X is at 74%). See Table 7.
Table. 7
Chi-Square Testing on Generational Differences in Consumer Attitudes
Variable Gen Y Gen X Baby Boomer x2 p
f % f % f %
Q1. Fast Fashion retailers
introduce new 167 74.6 41 82.0 66 73.3 9.7 .287
fashion quickly.
Q2. Fast Fashion retailers’
product are fresh in 142 63.4 36 72.0 65 72.2 6.8 .553
terms of fashion trends.
Q3. . Fast Fashion retailers’
products move fast. 150 67.0 36 72.0 57 36.3 16.7 .033
Q4. Fast Fashion is
reasonably priced. 141 63.0 33 66.0 57 63.3 7.4 .492
Q5. The prices are lower
than comparable stores. 151 67.4 33 66.0 55 61.1 13.1 .109
Q6. I have a favorable opinion
of Fast Fashion retailers. 104 46.5 12 24.0 37 40.9 12.5 .130
are of lower quality. 158 70.6 37 74.0 54 60.0 17.7 .024
Q8. I prefer quantity over
quality for products. 71 31.7 11 22.0 23 25.6 10.0 .262
Q.9. Fast Fashion companies are 19 8.5 6 12.0 8 8.9 14.1 .079

Hypothesis One: Differences in Consumer Attitudes Based on Gender
The first working hypothesis postulated that there could be difference in consumer
attitudes that were caused by gender. In order to seek out significance, a t Test was taken. After
receiving the results of the survey, it was determined that only 2 of the 9 questions showed
statistical significance (p ≤ 5) in regards to the differences in consumer attitudes based on
gender. Due to these results, this particular hypothesis was rejected due to a strong lack of
evidentiary support to uphold the claim. There were too few questions held significance in the
study. The null hypothesis was therefore accepted. See Table 5.
Hypothesis Two: Differences in Consumer Attitudes Based on Frequency of Disposal
The second hypothesis within this study questioned whether consumer attitudes were
based on the frequency of disposal. It was tested in a correlation data table. Nearly mirroring the
last hypothesis, the results showed that only 2 of the 9 questions showed statistical significance
in regards to the differences in consumer attitudes based on frequency of disposal. Due to these
low results, the working hypothesis has again been rejected, and the null hypothesis is reclaimed.
See Table 6.
Hypothesis Three: Differences in Consumer Attitudes Based on Age
The final hypothesis that was tried in the Chi-Square test was to determine if age played a
factor in determining consumer attitudes towards Fast Fashion. The results were identical to the
other two hypotheses, only 2 of the 9 questions held significance. Once again the null hypothesis
is accepted, and the working hypothesis is rejected. See Table 7.

Chapter V
Summary, Conclusions and Implications
Summary
The study that was conducted calculated consumers’ attitudes and behaviors towards Fast
Fashion. Those who conducted the study gathered information from 380 respondents of various
demographics including: age, gender, income, and educational levels. The surveyed individuals
were asked 15 questions, and the answers were ranked on a Likert-type scale of 1-5 (strongly
disagree to strongly agree). Gender and age were the main focus of this study and were treated as
independent variables, as well as disposal habits. These three factors presented were the basis of
the three hypotheses of our study. Based on the results of the study we found that all three of our
three hypotheses were rejected. There is no difference in consumer attitudes and behaviors
towards Fast Fashion based on gender or generation.
Conclusion
After the completion of the study, the results concluded that attitudes towards Fast
Fashion are generally similar amongst generations and genders. All generations and genders had
a good understanding of the interworking of the companies. They understood that product moves
quickly and that Fast Fashion pieces are generally of a lower overall quality. The interesting
finding was that despite the surveyed individuals’ knowledge on how Fast Fashion is sub par,
they still admit to purchasing these products. This could largely be due to pricing having the final
say in what determines customers’ shopping habits at different retail locations. Overall, the
survey show that consumers are aware of Fast Fashion, but not necessarily deterred from it
because of the practices that it involves.

Implications
This conducted study could be very beneficial to retailers, marketers and graduate
students who are in either the business or consumer sciences industry. This study allows the rare
opportunity to peer into the mind of the consumer and possibly understand the viewpoints of the
individual. This information can greatly assist different retailers, both Fast and Slow Fashion,
develop a new way of attracting consumers, develop new store policies, or create a more desired
shopping experience for their consumers. Marketers could utilize the information at hand by
being able to better understand different demographics and see which could be key for their
particular business, or to help the consumer to have a more favorable opinion of the retailer
through new campaigns that they could potentially respond to in a positive way. Graduate
students could benefit from evaluating this study as well by further developing new studies. It
could theoretically be a stepping-stone for them into new studies involving attitudes and
behaviors towards Fast Fashion in the future.

LIST OF REFERENCES
Bruce, Margaret, and Lucy Daly. "Buyer Behaviour for Fast Fashion." Journal of Fashion
Marketing and Management 10.3 (2006): 329-44. Print.
Choi, Tsan-Ming, Na Liu, Shuk-Ching Liu, Joseph Mak, and Yeuk-Ting To. "Fast Fashion
Brand Extensions: An Empirical Study of Consumer Preferences."Journal of Brand
Management 17.7 (2010): 472-87. Print.
Gabrielli, Veronica, Ilaria Baghi, and Vanni Codeluppi. "Consumption Practices of Fast Fashion
Products: A Consumer-based Approach." Journal of Fashion Marketing and
Joergens, Catrin. "Ethical Fashion: Myth or Future Trend?" Journal of Fashion Marketing and
Kim, Hyunsook, Ho Jung Choo, and Namhee Yoon. "The Motivational Drivers of Fast Fashion
Avoidance." Journal of Fashion Marketing and Management 17.2 (2013): 243-60. Print.
Watson, Maegan Zarley, and Ruoh-Nan Yan. "An Exploratory Study of the Decision Processes
of Fast versus Slow Fashion Consumers." Journal of Fashion Marketing and

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