Fast fashion natives et générations précédentes, un fossé concernant les consommations déclarées et intentionnelles de fast fashion ? Mise en lumière de l’effet de la désirabilité sociale

This study focuses on the consumption of fast fashion brands (characterized by a vastassortment, renewed very regularly and at affordable prices). They question the generationalgap between fast fashion natives (born after 1985) and their elders (born before), concerningboth declared consumption and purchase intention. Results verify the mediating effect ofdeclared consumption in the generation-purchase intention relationship, while considering apossible moderating effect of social desirability, questioned in the literature, on theserelationships. 230 individuals aged between 15 and 70 years were questioned in an onlinequestionnaire. They were divided into two groups: fast fashion natives and non-natives.Respondents were given a definition of fast fashion, designed for the purpose of this research,and then asked about their brand purchase intention and consumption. Results show that fastfashion natives report consuming more fast fashion and have higher purchase intentions thantheir elders. The self-reported consumption score, created for this research, mediates thegeneration-purchase intention relationship. The moderating effect of social desirabilityremains to be confirmed, but an almost significant effect on the relationship betweengeneration and self-reported consumption is found. If, as expected, when social desirabilityincreases among fast fashion natives, self-reported consumption decreases, it turns out that itincreases among non-natives. Thus, it appears that the socially desirable behavior, amongnon-natives, is the consumption of fast fashion.