E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.

1051/e3sconf/202447502005
InCASST 2023

Fast fashion revolution: Unveiling the path to

sustainable style in the era of fast fashion
Tiara Nur Anisah1, Andika Andika1*, Danang Wahyudi1 and Bimo Harnaji1
1
Janabadra University, Jl. Tentara Rakyat Mataram No. 55-57, Yogyakarta, Indonesia

Abstract. The Fast fashion industry trend has proliferated due to its fast
production and affordable prices. However, its negative impact on the
climate and environment is significant. Previous research has revealed that
Fast Fashion contributes to high greenhouse gas emissions, excessive water
usage, water pollution, and the generation of non-biodegradable textile
waste. All of these factors harm environmental sustainability. Additionally,
the mass production model of Fast Fashion also encourages excessive
consumption, creates non-biodegradable textile waste, and increases
pressure on natural resources. This study aims to examine the relationship
between fashion orientation (FO) and Fast fashion purchase intention
(FFPI), as well as their impact on Fast fashion purchasing behavior (FFPB).
This research also explores the influence of sustainable clothing
consumption attitudes (SCCA) as a moderating factor. Data were collected
from 214 respondents through the nonprobability snowball sampling
method. The analysis was conducted using the PLS-SEM method. The
study's results indicate that FO significantly influences FFPI and strongly
correlates with FFPB. Moreover, SCCA moderates the relationship between
FFPI and FFPB. These findings imply that to address the negative impact of
Fast Fashion on climate change and the environment, changes in FO and
FFPI and an increase in SCCA are needed. Education and consumer
awareness regarding the negative impacts of Fast Fashion, promotion and
support for sustainable clothing brands and products, and implementing
policies that encourage more sustainable production and consumption
practices are essential steps that can be taken.

1 Introduction
The fashion industry is a dynamic sector, continually evolving in tandem with technological
advancements and the currents of globalization [1]. It has considerably influenced human
life, marking notable contributions not just economically but also in creativity, culture, and
innovation [2],[3]. Despite the myriad advantages associated with the global expansion of
the fashion industry—such as resource accessibility, collaborative opportunities, and more—
its environmental toll is undeniable. Reports from 2019 reveal that the fashion sector accounts
for 10% of global carbon emissions and is a leading contributor to marine microplastic

* Corresponding author: [email protected]

© The Authors, published by EDP Sciences. This is an open access article distributed under the terms of the Creative
Commons Attribution License 4.0 (https://creativecommons.org/licenses/by/4.0/).
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

pollution [4]. Research even suggests that the industry's greenhouse gas emissions surpass
the cumulative emissions from the shipping and aviation sectors [5].
Diverse segments characterize the fashion industry. These include High-end and Luxury
Fashion, which emphasizes top-tier, luxury designs; Designer Fashion, which centralizes
designer involvement; Sustainable Fashion, which promotes eco-friendly practices; and Fast
Fashion, renowned for its rapid mass production in response to fleeting trends [6]. Fast
Fashion is a particularly impactful segment with significant environmental repercussions [7].
Fast Fashion is the business model that prioritizes quickly producing vast amounts of
clothing to cater to consumer demand. This segment's hallmark is the frequent unveiling of
new collections, allied with brief production timelines, ensuring consumers can access the
latest fashion trends at affordable rates. Brands such as Zara, Pull & Bear, H&M, Cotton On,
and Forever 21 epitomize this approach [8]. From 2017 to 2020 alone, this segment witnessed
a surge of 21% [9]. However, the environmental costs are steep, with the sector responsible
for an estimated 10% of global carbon emissions—expected to rise by half by 2030 [10].
Given its global ubiquity and environmental implications, it is crucial to understand the
factors influencing consumer attraction towards Fast Fashion.
The behavioral intention theory is central to the discourse on consumer behavior, as
Fishbein and Ajzen propounded in 1975 [11]. It postulates that individual behavior can be
forecasted based on the intention underpinning that behavior. In the fast fashion matrix,
intentions often intertwine with social perceptions—seeing clothing as a functional tool for
social elevation and self-affirmation [12]. Therefore, those gravitating toward fast Fashion
frequently exhibit robust intentions to purchase these products. Conversely, ecologically-
aware consumers tend to eschew the fast fashion paradigm, prioritizing the environmental
footprint of their purchases [13].
Recent years have seen a heightened consumer cognizance of the environmental
downsides of fast Fashion, especially its contribution to pollution and waste [14]. Numerous
empirical studies substantiate that eco-positive individuals lean towards sustainable clothing
choices [15,16]. However, some research counters this, suggesting that despite growing
environmental awareness, the tangible consumer shift toward sustainable Fashion remains
minimal [17,18].
The exciting dichotomy between intention and actual purchase behavior in Fast Fashion
invites deeper exploration. This study seeks to investigate this by integrating moderating
variables. The aim is to see how attitudes toward sustainable consumption moderate the
relationship between Fast Fashion purchase intentions and actual purchase behavior.
Shedding light on this moderating effect can provide insights to industry stakeholders and
new entrepreneurs. This, in turn, can guide the formulation of innovative strategies, pushing
the fashion world towards more sustainable practices and products.

2 Literature review and hypotheses development

2.1 Fashion orientation

In Fashion's dynamic and multifaceted landscape, understanding the motivational factors that
drive individual preferences and choices becomes vital. One concept that has garnered
attention in this realm is "fashion orientation," which broadly speaks to an individual's
concern over how others perceive their choice of clothing.
As underscored by Dabas & Wang [19], fashion orientation operates on the belief system
where a buyer's fashion choices are primarily influenced by their concern regarding the
impressions formed by others based on their attire. This notion extends beyond mere clothing
preference, delving into a more profound psychological territory that encompasses the desires

2
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

and interests manifested in one's fashion selections. Consequently, it aids in unearthing the
intricate dynamics that dictate consumer behavior in the fashion industry, shedding light on
the motivations that steer choices in a marketplace brimming with diverse and ever-evolving
tastes [20].
Moreover, understanding fashion orientation offers a pathway to decipher consumers'
diverse desires and interests, facilitating the tailoring of strategies that can more adeptly cater
to the varied preferences of individuals. This theoretical lens illuminates consumption
patterns, encouraging a market approach grounded in empathy and awareness toward
individual consumer needs [21].
Thus, probing into the intricate nuances of fashion orientation offers insights into
consumer behavior and holds implications for the broader fashion industry, especially in
marketing and product development. Therefore, a detailed exploration of this concept is vital,
promising avenues for enriched consumer engagement and a deeper understanding of the
dynamics that govern fashion choices.

2.2 Fast fashion purchase intention

The concept of purchase intention is central to understanding consumer behavior, defined as
the inclination to buy a specific product under certain conditions [22]. This phenomenon
stems from a complex decision-making process, where consumers weigh various factors
driven by their underlying motivations to commit to a purchase [23].
Within the scope of the fast-fashion industry, purchase intention takes a nuanced turn.
Rahman et al. clarified that in this context, it delineates the predisposition to engage in actions
that lead to buying a specific item, marking a crucial stage in the consumer's journey to the
eventual purchase [24]. Essentially, it forms a preliminary yet vital phase in the purchase
decision-making framework, setting the stage for the subsequent steps leading to the actual
acquisition of the product.
Ajzen further emphasized that purchase intention precedes but significantly influences
the eventual purchasing behavior, acting as a direct precursor shaping the consumer's future
actions [25]. Thus, understanding this concept holds paramount significance in dissecting
and predicting patterns in consumer purchasing behaviors, especially in fast-paced industries
such as fast Fashion.

2.3 Fast fashion purchase behavior

Understanding the mechanisms behind purchase behavior is crucial in dissecting consumer
decision-making processes. Within this sphere, scholars offer a progressive delineation of
how purchase behaviors come to fruition. To begin with, Ajzen [25] lays the fundamental
groundwork by highlighting that the precursor to purchasing behavior is the intention to
purchase, emphasizing cognitive planning and forethought preceding actionable steps.
Building on this, Rahman et al. [26] define purchase behavior as the manifested tendency
to act on the previously formed purchasing intentions, essentially representing the actionable
transition from intention to actual behavior. This view aligns with the conceptual pathway
where intentions, crystallized through various intrinsic and extrinsic factors, steer an
individual's purchase behavior.
Adding further depth to this concept, Jain [27] discusses the following stages: purchase
intention becomes the guiding force in purchase choice. In this stage, the individual is
engaged in the purchase decision process, signaling that the purchase intention not only
precedes but also actively guides the final decision-making process, illustrating a nuanced
path from intention to eventual purchase.

3
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

2.4 Sustainable clothing consumption attitude

In recent decades, sustainable consumption patterns and growing concerns over
environmental degradation have gained increasing attention. The fashion industry, a
significant contributor to environmental issues, is at the center of changing attitudes towards
consumption [25].
At the heart of this transformation in the clothing industry is the notion of sustainable
clothing consumption, which encompasses attitudes that prioritize environmental
sustainability, fostering a predisposition towards utilizing garments that minimize waste and
curtail the depletion of resources [28]. This mindset is broader than utilizing resources more
sustainably. However, it extends to encouraging individuals to engage with Fashion in an
environmentally responsible way and less driven by fast-fashion cycles.
Thus, promoting sustainable clothing consumption requires recognition of the profound
influence of individuals' attitudes on their behavioral intentions [25,29]. Therefore, efforts to
foster a mindset inclined towards sustainable clothing consumption could have a crucial role
in mitigating the negative environmental impacts of the fashion industry.
Furthermore, adopting a sustainable approach to clothing consumption means
encouraging clothing manufacture with the lowest possible environmental impact, reducing
the overall carbon footprint associated with clothing production and disposal [30].
In light of the above, it is imperative to deepen the understanding of the mindset
underlying sustainable clothing consumption and to explore strategies through which this can
be nurtured to foster more sustainable consumption patterns globally.

2.5 Fashion orientation and fast fashion purchase intention

In the current globalization era, fast Fashion is becoming increasingly prominent in the
fashion industry. Fast Fashion refers to producing clothes that follow the latest trends with a
rapid production cycle and offering them at affordable prices [31]. One key aspect that may
influence purchasing decisions in the context of fast Fashion is an individual's "fashion
orientation.
Fashion orientation describes how individuals follow and incorporate fashion trends into
their style choices. This includes a deep understanding of Fashion, a sensitivity to changing
trends, and a desire to acquire items that reflect the latest trends [21].
Fast Fashion meets the needs of consumers who wish to follow the latest fashion trends
continuously. These brands are renowned for quickly transferring designs from the catwalk
to the stores, allowing consumers to acquire trendy products at affordable prices [32]. This
creates an environment that facilitates impulsive buying based on the latest trends rather than
necessity.
The intention to purchase not only refers to the decision to buy a product but also serves
as a strong indicator of a person's buying behavior in the future [33]. This encompasses value
perception, alternatives availability, and emotional responses to products or brands.
Based on the dynamics of the fast fashion industry and consumer behavior obsessed with
trends, individuals with high fashion orientation tend to be more open to the influence of
current fashion trends.
Therefore, they are more likely to have a solid intention to purchase fast fashion products
[34]. Considering the factors above, we ultimately hypothesize that:
H1: Fashion orientation positively affects the intention to purchase fast fashion products.

4
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

2.6 Fast fashion purchase intention and fast fashion purchase behavior
In order to unravel the complexities of consumer behavior dynamics in the fast fashion
industry, it is pivotal to understand the determinants that govern purchase intentions and
actual purchase behaviors. In this context, "purchase intention" is a term utilized to denote
consumers' propensity or willingness to purchase a specific product or brand, acting as a
forerunner to the actual purchasing action [35].
The fast fashion industry thrives on offering affordable and quickly available trendy
clothing, catering to the impulsive tendencies of fashion enthusiasts. Joung [35] pointed out
that the industry has fostered a system that encourages consumers to swiftly access the
desired attire, potentially nurturing an enhanced predisposition towards fast fashion purchase
intentions and purchase behaviors. This feature, favorable to consumers, feasibly amplifies
individuals' tendencies to undertake purchasing initiatives in the fast fashion domain [36].
Scrutinizing the journey from purchase intention to the actual buying action necessitates
a deep understanding of consumer purchasing behavior, which embodies an individual's
inclination to perform actions directed at acquiring a particular product. It emerges as a
pivotal instrument in examining and evaluating specific products available in the market [37].
Substantial empirical evidence corroborates this narrative, illustrating a striking positive
correlation between fast fashion purchase intentions and actual purchase actions [38,39]. Liu
[40] underlines that an apparent readiness to engage with a fast fashion commodity is a
significant precursor to an actual purchase. This notion finds resonance in the research
conducted by Pena et al. [41], who accentuated the dominant role of purchase intentions in
guiding purchase behaviors.
Despite the apparent connection between purchase intention and behavior, it is essential
to note that not all intentions result in actual buying actions [42]. Research by Conner and
Norman [43] underscores this discrepancy, highlighting a gap where the intention, or the
aspiration to undertake a behavior, sometimes manifests into actual actions.
In order to ascertain if this discrepancy is present in the fast fashion industry, further
research is warranted. To deepen our understanding of the role of fast fashion purchase
intentions in influencing actual buying behavior, we propose the ensuing hypothesis:
H2: The intention to purchase fast Fashion positively affects actual purchasing behavior

2.7 Sustainable clothing consumption attitude as moderating role

Generally, attitudes embody an individual's stance towards engaging in a particular behavior,
functioning as a yardstick for their involvement in such actions [44]. A substantial body of
literature corroborates attitudes' powerful influence on shaping people's intentions to indulge
in specific behaviors [29].
In this study, sustainable clothing consumption is a pivotal strategy aimed at curtailing
pollution and fostering the judicious utilization of natural resources [45]. This approach
encompasses a lifecycle perspective involving production, consumption, and disposal
processes that tread lightly on the society, economy, and environment while promoting eco-
friendly materials [17,46].
Prior research accentuates the decisive role that sustainable attitudes harbor in steering
consumers' fast fashion purchasing tendencies [15,16]. Mehta and Kaur [47] contend that a
strong preference for sustainable clothing consumption can notably reduce the enthusiasm
for purchasing and the subsequent buying behaviors associated with fast fashion products. In
detail, elevating awareness and a commitment to sustainability can facilitate a positive shift,
steering consumers away from fast fashion outlets [48]. Therefore, this research suggests that
a widespread favorable attitude towards sustainable clothing consumption can subdue a firm
determination to buy fast Fashion.

5
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

Based on this, this study examines the moderating role of attitudes towards sustainable
clothing consumption in the relationship between purchase intention and actual purchase
behavior in the context of fast Fashion. A strong alignment with sustainability principles may
weaken the relationship between purchase intention and purchase behavior in fast Fashion.
On the other hand, a weaker inclination towards sustainable practices may strengthen this
relationship. Based on this framework, we propose the following hypotheses:
H3: Sustainable clothing consumption attitude moderates the relationship between
intention and fast fashion behavior.

Fig 1. Research model.

3 Methodology
This study employed quantitative analysis, anchored in survey research techniques, to probe
the preferences and behaviors of young Indonesian consumers concerning fast fashion
products. The objective was to delve deep into various individual attributes and perspectives
aligned with our research aims. In this context, we detail our data collection and analysis
methodology.
We crafted a targeted sample of young consumers actively engaged with fast Fashion in
Indonesia. This encompassed individuals with prior experience with fast fashion products.
We employed a randomized selection method to ensure a diverse array of respondents
representing various Indonesian regions. Our primary demographic was individuals aged 17
and above, as they form the core consumer base for fast Fashion.
The primary tool for data collection was a self-administered questionnaire designed using
Google Forms. It incorporated questions aligned with the research objectives, probing
respondents' attributes such as gender, age, education, family income level, and their fast
fashion purchase frequency. The survey was disseminated via social media platforms, namely
WhatsApp and Instagram, targeting eligible respondents.
Of the 226 participants, 35% were from Yogyakarta, while 65% were from other regions.
A gender distribution indicated 36.7% male and 64.3% female respondents. The dominant
age group was 17-26 years, representing 64.2%. Family income distribution revealed 20.8%
earning below 1 million, with 48.2% earning between 1 and 3 million. The educational
backgrounds were varied: 33.6% had completed senior high school, 15.9% held diplomas,
38.1% had bachelor's degrees, and 12.4% had postgraduate qualifications. Regarding fast
fashion purchasing habits, 34.5% shopped once a year, 31.9% three times annually, and
33.6% shopped more frequently.

6
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

This study meticulously maps the consumption trends of fast Fashion among young
Indonesians. Data on demographics and purchase frequency are critical to understanding
market dynamics. Our subsequent analysis will utilize the PLS-SEM statistical method to
uncover core findings based on the empirical data obtained.

4 Result

4.1 Indicator test

When assessing the indicators, we evaluated the external or measurement model to determine
the model's validity and reliability against set benchmarks. We scrutinized criteria including
convergent validity (via factor loading analysis), discriminant validity (using Average
Variance Extracted or AVE), and composite reliability (through Composite Reliability
measures). A comprehensive breakdown of these benchmarks is outlined in Table 1.
Table 1's convergent validity outcomes show that each indicator has a factor loading
greater than 0.6. This means all indicators strongly correlate with their specific construct over
others. Moreover, the discriminant validity results in the table confirm that every variable
indicator is valid, given that each has an AVE value surpassing 0.50. Additionally, when
evaluating Composite Reliability, it is evident that the consistency and steadiness for all
constructs is robust, with a value exceeding 0.70. Hence, the instrument's dependability in
gauging the study's variables is affirmed, showcasing its thoroughly vetted reliability.
Table 1. Test results of indicators.

Convergent Discriminant Composite

Construct Indicator
Outer Loading AVE CR
FO1 0.79
FO2 0.828
Fashion
FO3 0.718 0.645 0.9
Orientation
FO4 0.834
FO5 0.838
FFPI1 0.947
Fast Fashion
Purchase FFPI2 0.934 0.87 0.953
Intention
FFPI3 0.918
SCCA1 0.791
Sustainable SCCA2 0.884
Clothing
SCCA3 0.808 0.652 0.903
Consumption
Attitude SCCA4 0.859
SCCA5 0.679
FFPB1 0.846
Fast Fashion FFPB2 0.879
Purchase 0.753 0.924
Behavior FFPB3 0.903
FFPB4 0.843

7
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

4.2 Hypothesis testing

Fig 2. Final model.

In Table 2, the hypothesis testing outcomes indicate that all the posited hypotheses are
substantiated and can be accepted, as they fulfill the necessary criteria concerning T-statistics
and P-values. Consequently, a meaningful and pertinent correlation exists among the
variables examined in this study.
Table 2. Hypothesis test results.
Original T Statistics P
Hypothesis Effect Conclusion
Sample (O) (|O/STDEV|) Values
H1 FFPI -> FFPB Direct 0.674 15.248 0.000 Accepted

H2 OF -> FFPI Direct 0.664 15.385 0.000 Accepted

Moderating
H3 0.087 2.205 0.028 Accepted
Effect 1 -> FFPB

Fig 3. Simple slope analysis.

8
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

The diagram depicted in Figure 3 explains the relationship between attitudes towards
sustainable clothing consumption and the propensity to engage in fast fashion purchase
behavior. This relationship is assessed through the lens of Simple Slope Analysis, which
offers a nuanced perspective on how different attitudes towards sustainable clothing
consumption can influence the desires and actions of purchasing fast fashion items,
represented on the x-axis and y-axis, respectively.
The center of this diagram is the red line that depicts the observed trend among individuals
with average sustainable clothing consumption attitudes. This line serves as a baseline that
signifies a moderate attitude toward sustainable consumption and a balanced approach
toward buying fast fashion items.
The upper green line in the diagram signifies a scenario where increased adherence to
sustainable clothing consumption reduces fast-fashion purchasing behavior despite an initial
solid intention to purchase. This depicts consumers gradually withdrawing from the fast
fashion market as their awareness and commitment to sustainable practices increases.
In contrast, the lower blue line signifies individuals who maintain a low sustainable
clothing consumption attitude, indicating that they continue to purchase high levels of Fast
Fashion, especially when their intention to purchase is critical. This underscores the
persistence in consumer behavior, highlighting a group less influenced by sustainable
consumption principles and, therefore, more likely to purchase fast Fashion, determined
primarily by their initial intentions.
Through this detailed visualization, Figure 3 successfully demonstrates the dynamic
interaction between sustainable clothing consumption attitudes and fast fashion purchasing
behavior. Delimiting different behavioral patterns through a simple slope analysis facilitates
a clearer understanding of how sustainability attitudes can be an essential determinant in
shaping purchasing decisions and behaviors in the context of the fast fashion industry. This
suggests that cultivating positive attitudes towards sustainable clothing consumption can
distance consumers from the appeal of fast Fashion, leading them to more environmentally
friendly choices in their consumption patterns.

5 Discussion

5.1 Fashion orientation on intention to purchase fast fashion products

This study's analytical results show a significant influence between fashion orientation and
purchase intention of fast fashion products. This encourages a deeper understanding of how
individuals' fashion orientation - a construct that includes the tendency to follow the latest
fashion trends and concerns about quality and materials - shapes their purchase intentions.
These findings align with research conducted by Mehta and Kaur [49], which also highlighted
that fashion orientation and conspicuous consumption substantially affect the desire to
purchase fast fashion products.
In an era where information rapidly changes and access to the newest products is
increasingly straightforward, consumers have become more alert to the latest trends. This
acumen and more profound knowledge about the products form a critical foundation of
consumers' buying intentions. Assessing the quality and materials used in fast fashion
products assists in making more informed decisions when purchasing [50].
Social norms and community expectations also play a crucial role in shaping consumer
perceptions [36]. Alongside this, endorsements from celebrities and influencers have been
proven to influence buying intentions significantly, fostering positive perceptions and
enhancing the appeal of fast fashion products [51].

9
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

Besides external factors, intrinsic motivations such as the desire to express oneself
through clothing significantly impact purchasing decisions [52]. Fast Fashion often provides
a platform where individuals can satisfy this need, creating or maintaining a specific image
without sacrificing financial aspects. This is reinforced by the availability of affordable
products and promotions and discounts that encourage impulsive buying, often offering the
emotional satisfaction derived from purchasing new products [53].
In conclusion, fashion orientation, a confluence of tendencies towards the latest trends,
social influences, and personal motivations, is central in determining the purchasing
intentions of fast fashion products. Industry stakeholders must understand this dynamic to
craft more directed strategies aligning with consumer preferences. Considering these
variables, the industry can steer towards creating products that cater to consumer desires and
promote more responsible consumption.

5.2 Intention to buy fast fashion on actual purchase behavior

The analysis results show a strong correlation between intention to purchase and actual
purchase behavior. This means that if someone is highly inclined to buy a fast fashion
product, they will likely purchase it. This finding corroborates the research conducted by Liu
[40], which also identified a significant influence of purchase intention on purchasing
behavior. A study orchestrated by Pena et al. [41] also corroborated this influence.
In this discussion, purchase intention is interpreted as an indication or likelihood that
consumers will purchase a specific product in the foreseeable future. This represents the
initial stage before an actual purchase occurs. Various factors can influence this purchase
intention, including consumers' perceptions of a product's quality and price and
recommendations from friends or reviews from other users [54].
The consumer's attitude facilitates the transition from purchase intention to actual buying.
Consumers with a positive view of a particular product or brand generally demonstrate a
stronger purchasing intention, heightening the potential for actual purchases [55].
Furthermore, external influences such as recommendations from others, promotions, and
positive reviews from social media can also affect the desire to buy. In this digital age, social
media plays a pivotal role in shaping consumers' opinions and purchasing desires [56].
However, it is essential to note that purchase intentions only sometimes lead to actual
purchases [42]. Various barriers can intervene, such as changes in consumer purchasing
motivation.
Especially in fast Fashion, purchasing decisions often hinge on the latest trends,
promotions, and product availability [57]. Therefore, a deep understanding of the intricate
relationship between purchase intentions and actual purchasing behavior is essential for
industry players in the fast fashion sector to optimize sales and profitability.
Overall, the interaction between purchase intentions and actual purchasing behavior
highlights the importance of identifying and understanding the variables that affect purchase
intentions. This assists companies in devising more successful marketing strategies,
enhancing sales, and nurturing more harmonious relationships with customers.

5.3 Moderating the role of sustainable clothing consumption attitude

Results The analysis revealed a significant moderating role of "Sustainable Clothing
Consumption Attitude" in the relationship between fast fashion purchase intention and actual
purchase behavior. Despite a predisposition to buy products from fast fashion brands, an
attitude favoring sustainability can deter individuals from following through with the
purchase. This outcome corroborates the findings of Mandaric et al. [57] in Croatia, which
demonstrated that a positive attitude towards sustainable clothing products can inhibit the

10
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

actual purchasing of fast fashion items. Similarly, Mehta & Kaur [49] found that sustainable
clothing consumption attitudes attenuate the relationship between the intention to purchase
fast fashion products and actual purchase behavior, with awareness and orientation towards
sustainability positively swaying consumers' motivation to avoid fast fashion products.
Modern consumers are increasingly cognizant of the detrimental repercussions of the fast
fashion sector on both the environment and broader society [49]. While new fashion trends
and promotions retain their influence on buying intentions, their capacity to dictate actual
purchasing decisions needs to be improved.
Educational endeavors elucidating the fashion industry's adverse environmental
ramifications have the potential to alter consumer perspectives radically, consequently
swaying their buying intentions significantly [58]. This assertion anchors on the premise that
informed consumers can make choices aligned with sustainability principles, thus facilitating
a discerning approach to fast fashion consumption.
The fast-paced evolution of fashion trends imposes a dilemma on consumers, ensnaring
them between adherence to the latest fashion trends and sustaining their commitment to
sustainability [59]. This scenario evokes a cognitive dissonance, where consumers grapple
with the allure of affordably priced fast fashion merchandise while painfully aware of the
ensuing environmental detriments. This dichotomy instigates a critical reassessment of
buying intentions, fostering a scenario where decisions transcend price and trend
considerations.

6 Conclusion
Based on the outlined discussion, it is clear that fashion orientation, which includes the
tendency to follow current trends, social influence, and personal motivation, plays a central
role in shaping consumers' purchase intentions toward fast fashion products. In addition,
there is a substantial correlation between intention to purchase and actual purchase behavior,
which positive attitudes towards the brand or product can reinforce. However, it is crucial to
note that such intentions sometimes translate into actual purchases due to various potential
barriers. Another important insight from this discussion is the moderating role of sustainable
clothing consumption attitudes, which may reduce the likelihood of purchasing fast fashion
products despite the initial intention to purchase. Growing awareness among consumers
regarding the adverse impacts of the fast fashion industry on the environment and society is
driving a more critical and selective approach to purchasing decisions, often favoring more
sustainable alternatives.
For industry stakeholders, the insights gained from this research illustrate the need for
astute strategies that align with evolving consumer preferences. These preferences now
balance keeping up with the latest trends and demonstrating a commitment to sustainability.
As such, this nuanced understanding of the consumer base offers opportunities to fulfill
desires without compromising responsible consumption. This requires a shift in marketing
strategies, focusing on trends and promoting sustainable practices, potentially encouraging a
more thoughtful approach to fast fashion consumption

References
1. B. E. Jin and D. C. Shin, Fash. Text. 8, 1 (2021)
2. M. Ikram, Curr. Opin. Green Sustain. Chem. 100657 (2022)
3. G. Li, M. K. Lim, and Z. Wang, Ann. Oper. Res. 290, 961 (2020)
4. M. McFall-Johnsen, Bus. Insid. 21, (2019)

11
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

5. M. Eyskoot, This Is a Good Guide: For a Sustainable Lifestyle (BIS Publishers, 2018)
6. J. Jacobson and B. Harrison, Int. J. Advert. 41, 150 (2022)
7. G. Peters, M. Li, and M. Lenzen, J. Clean. Prod. 295, 126390 (2021)
8. N. Palomo-Lovinski and K. Hahn, Int. J. Soc. Sustain. Econ. Soc. Cult. Context 16,
(2020)
9. N. Davies, (2020)
10. Statista, (2023)
11. P. R. Warshaw and F. D. Davis, J. Psychol. 119, 599 (1985)
12. R. S. Mason, Int. J. Soc. Econ. 10, 3 (1983)
13. J. A. Roberts, J. Bus. Res. 36, 217 (1996)
14. J. Moisander and S. %J M. decision Pesonen, 40, 329 (2002)
15. R. C. Cavender and M.-Y. Lee, Am. J. Theor. Appl. Bus. 4, 90 (2018)
16. T. Stringer, G. Mortimer, and A. R. Payne, J. Fash. Mark. Manag. An Int. J. 24, 99
(2020)
17. A. Razzaq, N. Y. Ansari, Z. Razzaq, and H. M. Awan, Sage Open 8,
2158244018774611 (2018)
18. H. Goworek, T. Fisher, T. Cooper, S. Woodward, and A. Hiller, Int. J. Retail Distrib.
Manag. 40, 935 (2012)
19. C. S. Dabas and C. Whang, J. Glob. Fash. Mark. 13, 151 (2022)
20. S. Mishra, G. Malhotra, R. Chatterjee, and W. Kareem Abdul, Asia Pacific J. Mark.
Logist. 35, 414 (2023)
21. S. Gupta, W. Gwozdz, and J. Gentry, J. Macromarketing 39, 188 (2019)
22. Y. Chetioui, H. Benlafqih, and H. Lebdaoui, J. Fash. Mark. Manag. An Int. J. 24, 361
(2020)
23. Shah, Asian J. Bus. Manag. 4, 105 (2012)
24. M. S. Rahman, M. A. Hossain, M. T. Hoque, M. R. I. Rushan, and M. I. Rahman, J.
Fash. Mark. Manag. An Int. J. 25, 153 (2021)
25. I. Ajzen, Organ. Behav. Hum. Decis. Process. 50, 179 (1991)
26. Y. Yan, B. Lu, and T. Xu, Systems 11, (2023)
27. S. Jain, J. Int. Consum. Mark. 31, 130 (2019)
28. T. Roh, J. Seok, and Y. Kim, J. Retail. Consum. Serv. 67, (2022)
29. A. Garg, R. S. Dhaliwal, and S. Gupta, Int. J. Soc. Econ. 48, 999 (2021)
30. A. Brandão and A. G. da Costa, Eur. Bus. Rev. 33, 742 (2021)
31. S. Ray and L. Nayak, Sustain. 15, (2023)
32. N. Yoon, H. K. Lee, and H. J. Choo, Sustain. 12, 5 (2020)
33. N. Peña-García, I. Gil-Saura, A. Rodríguez-Orejuela, and J. R. Siqueira-Junior,
Heliyon 6, (2020)
34. S. F. Liu, H. C. Lee, and N. H. Lien, Asia Pacific Manag. Rev. 26, 103 (2021)
35. Y. A. Baeshen, Int. J. Res. -GRANTHAALAYAH 9, 99 (2021)
36. H. L. Neumann, L. M. Martinez, and L. F. Martinez, Sustain. Accounting, Manag.
Policy J. 12, 571 (2021)
37. V. Mirabi, H. Akbariyeh, and H. Tahmasebifard, J. Multidiscip. Eng. Sci. Technol. 2,
(2015)

12
E3S Web of Conferences 475, 02005 (2024) https://doi.org/10.1051/e3sconf/202447502005
InCASST 2023

38. J. Li, F. Guo, J. Xu, and Z. Yu, Front. Psychol. 13, (2022)
39. H. Tao, X. Sun, X. Liu, J. Tian, and D. Zhang, Front. Psychol. 13, 1 (2022)
40. Z. Ding, X. Jiang, Z. Liu, R. Long, Z. Xu, and Q. Cao, Resour. Conserv. Recycl. 132, 3
(2018)
41. N. Peña-García, I. Gil-Saura, A. Rodríguez-Orejuela, and J. R. %J H. Siqueira-Junior,
6, (2020)
42. M. D. Faries, Am. J. Lifestyle Med. 10, 322 (2016)
43. M. Conner and P. Norman, Front. Psychol. 13, 1 (2022)
44. K. Jacobs, L. Petersen, J. Hörisch, and D. Battenfeld, J. Clean. Prod. 203, 1155 (2018)
45. K. Y. H. Connell and J. M. Kozar, Roadmap to Sustain. Text. 41 (2014)
46. S. Iran, C. M. J. Martinez, K. Vladimirova, S. Wallaschkowski, S. Diddi, C. E.
Henninger, H. McCormick, K. Matus, K. Niinimäki, and M. Sauerwein, Int. J. Sustain.
Fash. Text. 1, 9 (2022)
47. P. Mehta, A. Kaur, S. Singh, and M. D. Mehta, Soc. Bus. Rev. (2022)
48. D. Mandarić, A. Hunjet, and G. Kozina, J. Risk Financ. Manag. 14, 594 (2021)
49. P. Mehta, A. Kaur, S. Singh, and M. D. Mehta, Soc. Bus. Rev. (2022)
50. M. H. D. Firmanza and Y. Artanti, J. Manaj. Pemasar. 16, 87 (2022)
51. M. Liu, Front. Psychol. 13, (2022)
52. S. Syed, S. Shah, and F. Ahmad, J. Mediterr. Tour. Res. 1, 70 (2021)
53. H. G. Vuong and M. T. Nguyen, Int. J. Soc. Sci. Humanit. 8, 235 (2018)
54. A. Dangi, C. P. Saini, V. Singh, and J. Hooda, J. Revenue Pricing Manag. 20, 194
(2021)
55. V. S. Shastry and D. Anupama, Int. Rev. Bus. Econ. 5, 50 (2021)
56. Y. K. Dwivedi, E. Ismagilova, D. L. Hughes, J. Carlson, R. Filieri, J. Jacobson, V.
Jain, H. Karjaluoto, H. Kefi, A. S. Krishen, V. Kumar, M. M. Rahman, R. Raman, P.
A. Rauschnabel, J. Rowley, J. Salo, G. A. Tran, and Y. Wang, Int. J. Inf. Manage. 59,
102168 (2021)
57. D. Mandarić, A. Hunjet, and D. Vuković, J. Risk Financ. Manag. 15, (2022)
58. L. Pereira, R. Carvalho, Á. Dias, R. Costa, and N. António, Resources 10, 1 (2021)
59. P. Gazzola, E. Pavione, R. Pezzetti, and D. Grechi, Sustain. 12, 1 (2020)

13