Sustainability and Fast Fashion : Exploring Factors Influencing Consumer Behavior Among Young Generation in China

Abstract: The rise of fast fashion in the global fashion industry has changed the consumption patterns of consumers. However, fast fashion consumption patterns are unsustainable and constitute a risk to environmental and social sustainability. As China is a major player in the global textile industry, its young consumer is particularly attracted to fast fashion. Although the Chinese young generation is more educated than the previous generation, their attitudes and intentions do not always lead to actual behavior. This study aims to explore the factors that influence the consumer behavior of young Chinese consumers toward fast fashion products in the context of sustainability. Seven hypotheses based on the Theory of Planned Behavior, with four additional extension factors, were constructed to form the research hypothesis system. A total of 309 valid questionnaires were collected after screening by relevant criteria. Data analysis and hypothesis testing were completed using SPSS 26.0 statistical software. The final results indicate that the consumer behavior of young Chinese consumers toward fast fashion products is negatively influenced by their Attitude, Perceived Behavioral Control, and Perceived Consumer Effectiveness. On the other hand, Face Consciousness has a positive impact on it. This study could serve as a guide to encourage consumers to prioritize sustainability and environmental issues, leading to greater awareness and social responsibility, and inspire fast fashion retailers to develop environmentally friendly and sustainable products, as well as provide a basis for the government to introduce relevant regulations to reduce the resource waste and environmental pollution caused by the fast fashion industry.