IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025i1p1093-1101.html
   My bibliography  Save this article

Comparative Analysis of Fast Fashion and Slow Fashion on Consumer Purchase Behavior

Author

Listed:
  • Yu Suxia

    (College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia)

  • Rosita binti Mohd Tajuddin

    (College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia)

  • Shaliza binti Mohd Shariff

    (College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia)

  • Chen Yingyi

    (College of Creative Arts, Universiti Teknologi Mara (UiTM), Malaysia)

Abstract

This study aims to compare consumer purchasing behaviors between fast and slow fashion, highlighting their profound market implications and providing strategic guidance for businesses to develop more effective market strategies. It focuses on consumer decision-making processes, brand loyalty, environmental responsibility, and emotional drivers. In-depth analyses of fast fashion brands Zara and slow fashion brand Patagonia reveal the links between marketing strategies and consumer responses.The findings indicate that fast fashion consumers are susceptible to price and fashion trends, showing frequent purchasing behaviors and lower brand loyalty. In contrast, slow fashion consumers prioritize product durability and brand social responsibility, demonstrating higher brand loyalty and environmental awareness. Zara’s market dominance stems from its fast supply chain and low-cost strategies, while Patagonia gains consumer trust through eco-friendly marketing and transparent production. The study primarily relies on a literature review and corporate case analysis, lacking field research and consumer interviews. Data sources may be constrained by the timeliness and regional scope of existing literature. Cross-cultural differences are also not fully addressed. The findings provide strategic insights for fashion brands. Fast fashion brands should optimize supply chain management and strengthen environmental responsibility strategies to enhance long-term competitiveness. Slow fashion brands should reinforce brand storytelling and consumer education to expand market penetration. Fashion retailers can adjust product development, marketing, and supply chain management strategies based on the findings, balancing economic profitability and social responsibility. By raising consumer awareness, companies can achieve a win-win situation in environmental protection and market competition. This study highlights the importance of sustainable fashion development by comparing consumer behavior characteristics of fast and slow fashion. It provides a theoretical foundation and practical reference for academic research and corporate practices, opening new perspectives for future research.

Suggested Citation

  • Yu Suxia & Rosita binti Mohd Tajuddin & Shaliza binti Mohd Shariff & Chen Yingyi, 2025. "Comparative Analysis of Fast Fashion and Slow Fashion on Consumer Purchase Behavior," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(1), pages 1093-1101, January.
  • Handle: RePEc:bcp:journl:v:9:y:2025:i:1:p:1093-1101
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-1/1093-1101.pdf
    Download Restriction: no

    File URL: https://rsisinternational.org/journals/ijriss/articles/comparative-analysis-of-fast-fashion-and-slow-fashion-on-consumer-purchase-behavior/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ionela-Andreea Puiu, 2021. "The Effect Of The Consumer Decision-Making Process On The Perceived Value Toward Slow Fashion," Three Seas Economic Journal, Publishing house "Baltija Publishing", vol. 2(1).
    2. Mariana Domingos & Vera Teixeira Vale & Silvia Faria, 2022. "Slow Fashion Consumer Behavior: A Literature Review," Sustainability, MDPI, vol. 14(5), pages 1-15, March.
    3. Adrián Castro-López & Victor Iglesias & Javier Puente, 2021. "Slow Fashion Trends: Are Consumers Willing to Change Their Shopping Behavior to Become More Sustainable?," Sustainability, MDPI, vol. 13(24), pages 1-11, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lyndsay Mesjar & Karen Cross & Yang Jiang & Josie Steed, 2023. "The Intersection of Fashion, Immersive Technology, and Sustainability: A Literature Review," Sustainability, MDPI, vol. 15(4), pages 1-22, February.
    2. An Liu & Emily Baines & Lisbeth Ku, 2022. "Slow Fashion Is Positively Linked to Consumers’ Well-Being: Evidence from an Online Questionnaire Study in China," Sustainability, MDPI, vol. 14(21), pages 1-21, October.
    3. Abbate, Stefano & Centobelli, Piera & Cerchione, Roberto, 2023. "From Fast to Slow: An Exploratory Analysis of Circular Business Models in the Italian Apparel Industry," International Journal of Production Economics, Elsevier, vol. 260(C).
    4. Claire Estagnasié, 2023. "(Dé/re)construire le rapport au temps de travail dans une société post-croissance," Post-Print hal-04329933, HAL.
    5. Rui Jorge Carreira & José Vasconcelos Ferreira & Ana Luísa Ramos, 2023. "The Consumer’s Role in the Transition to the Circular Economy: A State of the Art Based on a SLR with Bibliometric Analysis," Sustainability, MDPI, vol. 15(20), pages 1-19, October.
    6. Xiaoxiao Zhou & Ryoga Miyauchi & Yuki Inoue, 2023. "Sustainable Fashion Product Innovation: Continuous Value of Apparel Products on Second-Hand Product Trading Platforms," Sustainability, MDPI, vol. 15(10), pages 1-17, May.
    7. Lihong Chen & Habiba Halepoto & Chunhong Liu & Xinfeng Yan & Lijun Qiu, 2022. "Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory," Sustainability, MDPI, vol. 14(13), pages 1-21, June.
    8. Hadro Dominika & Patora-Wysocka Zofia & Fijałkowska Justyna & Mróz-Gorgoń Barbara, 2023. "Sustainability and Fast Fashion from the Executive Perspective – the Case of LPP S.A," Journal of Intercultural Management, Sciendo, vol. 15(3), pages 148-178, September.
    9. Jiyun Kang & Assemgul Bissenbina & Amy A. Faria & Jisu Jang, 2024. "Psychological ownership rather than material consumption: Can fashion firms' new subscription services become an environmentally sustainable business strategy?," Business Strategy and the Environment, Wiley Blackwell, vol. 33(3), pages 1592-1609, March.
    10. Claudia Arias & Jhon Mario Quiroga Beltrán & Javier Mauricio Martínez Ariza & Javier Bernardo Cadena Lozano & Miguel Angel Bello Bernal, 2022. "Pro-Circular Consumer Profile: An Approach to Their Identification and Characterization Based on the Components of the Value-Belief-Norm Theory," Sustainability, MDPI, vol. 14(13), pages 1-36, June.
    11. Chloe Satinet & François Fouss, 2022. "A Supervised Machine Learning Classification Framework for Clothing Products’ Sustainability," Sustainability, MDPI, vol. 14(3), pages 1-26, January.
    12. Micol Barletta & Idiano D'Adamo & Jose Arturo Garza‐Reyes & Massimo Gastaldi, 2024. "Business strategy and innovative models in the fashion industry: Clothing leasing as a driver of sustainability," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4730-4743, July.
    13. Apetrei Andreea & Constantin Marius & Deaconu Elena-Mădălina & Dinu Mihai & Pătărlăgeanu Simona Roxana & Petrescu Irina-Elena, 2024. "Eco-chic or trendy-chic? Decoding consumer preferences in sustainable and fast fashion across the EU," Management & Marketing, Sciendo, vol. 19(2), pages 179-210.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:9:y:2025:i:1:p:1093-1101. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.