Fast Fashion Consumption

This study uses a meta-analytic approach to investigate the psychological and behavioral factors that motivate fast fashion consumption. It combines the Theory of Planned Behavior (TPB) with key concepts related to branding. Drawing on a wide range of empirical evidence, the study investigates how perceived scarcity, perceived quality, and self-congruity with fashion brands shape consumer attitudes, subjective norms, perceived behavioral control, consumption intentions, loyalty, and word-of-mouth behaviors.The findings highlight brand attitude as a major determinant of purchase intention, while self-congruity with fashion brands emerges as a critical antecedent that significantly enhances all TPB components. The results emphasize the importance of brand alignment with consumer self-identity in influencing both intention and actual behavior.This research enriches the TPB framework by embedding brand-related symbolic and perceptual dimensions, thereby offering a more comprehensive explanatory model. The study also discusses the theoretical and practical consequences of its findings, stressing the roles of perceived value and self-congruity in building effective branding strategies. The insights generated offer guidance for firms in shaping strategies that strengthen consumer–brand relationships in the fast fashion context.From a practical standpoint, the study suggests that to effectively market fast fashion, campaigns should emphasize scarcity and alignment with the consumer's self-image to build a stronger emotional and symbolic attachment. Retailers may benefit from limited-time or limited-quantity strategies that create urgency and exclusivity, thereby increasing consumer motivation. Additionally, ensuring that brand messaging aligns with consumers’ self-identity can enhance perceived behavioral control and brand loyalty.