Psychological Drivers and Behavioral Outcomes of Fast Fashion Consumption: A Meta-Analytic
Abstract
This study employs a meta-analytic approach to synthesize empirical evidence on the psychological and behavioral determinants of fast fashion consumption. Integrating the Theory of Planned Behavior (TPB) with brand-related constructs-perceived scarcity, perceived quality, and self-congruity-this research examines how these factors shape consumer attitudes, subjective norms, perceived behavioral control, consumption intentions, brand loyalty, and word-of-mouth. Using studies published between 2004 and 2024, a random-effects meta-analysis reveals that brand attitude is the strongest predictor of purchase intention, while self-congruity with fashion brands significantly enhances all TPB components. Perceived quality exerts a cross-cutting influence on both cognitive and social evaluations, reinforcing the multidimensional nature of consumer judgments. The findings extend the TPB framework by embedding symbolic and perceptual brand dimensions, offering a more comprehensive explanatory model of fashion consumption. From a managerial perspective, the results suggest that marketing strategies emphasizing authentic scarcity cues and alignment with consumers' self-identity can strengthen emotional attachment, perceived control, and loyalty. The study concludes with theoretical and practical implications for designing culturally sensitive and identity-driven branding strategies in the fast fashion sector.
How strong is the evidence?
Evidence Hub reads this as a meta-analysis, done in people. Its evidence level is 1 of 5 (Highest · pooled evidence). Pooled evidence from several studies sits at the top of the evidence pyramid.
Read the paper
Related studies
- Learning from First-Generation Qualitative Approaches in the IS Discipline: An Evolutionary View and Some Implications for Authors and Evaluators (PART 1/2)
- Commentary on the clinical and preclinical dosage limits of interstitially administered magnetic fluids for therapeutic hyperthermia based on current practice and efficacy models
- Prosthesis: New Technological Opportunities and Innovative Biomedical Devices
- The history and future of neural modeling for cochlear implants
- Ryanodine receptors: waking up from refractoriness
- Novel Transgenic Rabbit Model Sheds Light on the Puzzling Role of Matrix Metalloproteinase-12 in Atherosclerosis
Go deeper in Evidence Hub
Evidence Hub adds a study data sheet (design, sample size, evidence level, key numbers), an AI summary and a chat grounded in the paper's text.