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Factors Influencing Fast Fashion Purchasing Intention of University Students: A Case Study

Author

Listed:
  • Huy Minh Tran

    (FPT Can Tho University)

  • Dat Thanh Le

    (FPT Can Tho University)

  • Tho Ngoc Huynh

    (FPT Can Tho University)

  • Nghi Ho Phuong Le

    (FPT Can Tho University)

  • Han Thi Bao Nguyen

    (FPT Can Tho University)

  • Xuan Thi Hoang Nguyen

    (FPT Can Tho University)

  • Giao Ngoc Dong Huynh

    (FPT Can Tho University)

Abstract

This study investigates the factors influencing fast fashion purchasing behavior of university students using quantitative methods. Data from 385 participants were collected through structured surveys and analyzed using Descriptive Statistics, Cronbach's Alpha, Exploratory Factor Analysis (EFA), and Regression Analysis. The results reveal that Attitude, Fear of missing out (FOMO), and Financial condition positively impact the intention to purchase fast fashion. The findings underscore the significance of these factors in shaping consumer behavior within the fast fashion industry, particularly among young adults. Practical implications suggest strategies for fast fashion brands to align marketing with consumer values and promote sustainability, while educational institutions and policymakers are encouraged to raise awareness and incentivize ethical practices. Theoretical insights validate existing research while proposing avenues for future exploration, aiming to foster informed and responsible consumer behavior among university students in the realm of fast fashion.

Suggested Citation

  • Huy Minh Tran & Dat Thanh Le & Tho Ngoc Huynh & Nghi Ho Phuong Le & Han Thi Bao Nguyen & Xuan Thi Hoang Nguyen & Giao Ngoc Dong Huynh, 2025. "Factors Influencing Fast Fashion Purchasing Intention of University Students: A Case Study," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-77363-1_27
    DOI: 10.1007/978-3-031-77363-1_27
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