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This study aims to investigate the conceptual structure of fast fashion avoidance among young consumers in Korea. The effects of negative beliefs on the behavioural intention regarding fast fashion avoidance are empirically examined.

A conceptual model of fast fashion avoidance is proposed and tested based on the literature and blog analyses. Web‐based online survey data are analyzed by second‐order factor analysis and hierarchical regression.

The second‐order structure of eight negative beliefs is statistically supported. Among these negative beliefs, poor performance and deindividuation have positive effects on fast fashion avoidance. While inauthenticity has a negative effect, big store discomfort and foreignness have an interaction effect with regards to the lack of alternatives.

The results are based on convenient sampling of young female adults. However, it is tested in Korea, of which global fast fashion retailing is in its growing stage.

This study represents a new attempt to apply the concept of brand avoidance to an explanation of fast fashion avoidance, and test it using empirically‐collected survey data.

The study aims to examine fast fashion consumers' negative in-store experiences focusing on the effect of the two store environment factors, product overload and store ambiance, on their confusion and consequent shopping avoidance behavior.

A research model of fast fashion consumers' confusion and store avoidance behavior is proposed using the Stimulus–Organism–Response framework. A pretest and the main online survey with 281 samples are analyzed, and the structural equation modeling (SEM) is conducted to test the proposed model.

The SEM results support the proposed paths statistically. Consumers' confusion, measured with the two dimensions, inefficiency and helplessness, is significantly influenced by their perceived product overload and negative perception of store ambiance in the fast fashion shopping environment. Subsequently, fast fashion consumers' confusion results in less time spent in the store.

The study sheds light on utilitarian shopping value in the fast fashion shopping environment by focusing on the fast fashion consumers' confusion in association with overloaded information caused by too many products and store ambiance.

The study implies that improving fast fashion stores' inherent issues with too many products and store ambiance might help consumers mitigate their confusion and prevent customer attrition. However, the study includes only two factors. Future studies may include other various fast fashion store factors. Additionally, one of the dimensions of confusion, irritation, did not emerge in this study. More work is needed to investigate fast fashion consumers' confusion, such as using a multigroup analysis by age.

This study applies the modified brand avoidance model to examine factors that influence sustainable fashion avoidance behaviour among millennial shoppers in South Africa.

A positivistic approach and a web-based online survey were employed to collect cross-sectional data from 423 millennial fashion shoppers. Standard multiple regression analysis was used to test proposed hypotheses.

Unmet expectations, materialism and symbolic incongruence emerged as major predictors of millennials' intention to avoid sustainable fashion. Sustainable fashion avoidance intention was found to have a positive effect on sustainable fashion avoidance behaviour.

This study relied on self-reported data collected from millennial shoppers. Future studies may improve the generalizability of this study's results by conducting a comparative study with other cohorts such as baby boomers and Generation X who espouse different shopping values. Future studies may benefit from the use of longitudinal data in order to understand how millennial shoppers relate to sustainable fashion as it evolves.

The results of this study suggest the importance of developing value propositions that align sustainable fashion with cultural, personality and symbolic cues valued by millennial shoppers. Consumer education on the benefits of sustainable fashion is recommended as a long-term behavioural change strategy.

The purchase behaviour of sustainable fashion should be encouraged as it enhances environmental sustainability including safeguarding the livelihoods of future generations.

This study contributes to literature on sustainable fashion avoidance behaviour. This is one of the pioneering studies to empirically examine the influence of unmet expectations, symbolic incongruence and ideological incompatibility in the context of an emerging market, such as South Africa.

This paper aims to deal with the issue of business model change in industrial markets. It considers the fast-fashion supply chain by addressing the following research questions: What are the paths of change of the supplier’s business model to match the business model of fast fashion customers? How can a supplier’s business model be adapted to customer’s requirements in these paths of change?

Empirically, the paper presents a multiple case study of 10 semi-finished textile suppliers, carried out through a long-term research programme in the Italian textile industrial district of Prato.

The multiple-case study shows some key drivers of change in the suppliers’ business models. Three main paths emerged from the interactions with fast fashion clients. Paradoxes in the supplier’s business model changes are identified and discussed.

The paper proposes implications for suppliers interacting with fast fashion clients and discusses how the adaptation of business models may be interpreted. This study points out how matching the business model of the customers does not call for alignment of similar features.

The paper deals with an understudied topic within the literature: business models change in business to business markets, taking into consideration the perspective of the supplier. It considers buyers-seller relationships in industrial supply chains as being part of a chain of business models and the need for the supplier’s business model to adapt and match one of the clients. The paper proposes two potential interpretations of such adaptation.

The purpose of this study is to examine relationship between numerous factors (fashion orientation, conspicuous consumption and environmental consciousness) that influence fast fashion (FF) purchase intention and their impact on FF purchase behavior and exploring the moderating effect of sustainable clothing consumption attitude.

This study uses quantitative analysis approach, wherein data have been collected from 571 college students by using non-probability snowball sampling. Partial least square structural equation modeling (PLS-SEM) has been applied to analyze the relationships among variables.

Determinants fashion orientation and conspicuous consumption have substantial impact on the desire to buy FF, which has strong association with FF purchasing behavior. Environmental awareness, contrarily, has detrimental impact on FF purchasing intentions. Furthermore, sustainable clothing consumption attitude significantly moderates FF intention–behavior relationship.

Findings may be viewed as a driving course in textile and garment sector for entrepreneurs as they represent customers’ intents and behavior in connection to the adoption of FF. Strategists can understand the product’s lifecycle; marketers can define innovative ways of marketing, advertising and promotion; start-ups can look for opportunities in sustainable fashion industry by innovating, manufacturing and dealing in eco-friendly sustainable products; and policymakers can make suitable policies to create awareness regarding sustainable fashion.

To the best of the authors’ knowledge, there is no study that comprehensively deals with defining, structuring and validating factors affecting purchase intention and behavior in case of fashion industry, accompanied by the role of sustainable consumption attitude as a moderator between FF intention and behavior, in a single model.

The purpose of this research is to explore the reasons for brand avoidance among Generation Y consumers. Researchers have traditionally focused on the positive relationship between consumers and brands, but, increasingly, consumers are consciously avoiding brands.

A qualitative study consisting of both focus groups and interviews was conducted among Generation Y participants.

The findings support previous research that identifies four types of brand avoidance, namely, experiential, identity, moral and deficit-value avoidance. However, the study also suggests that an additional type of brand avoidance, namely, advertising avoidance, also occurs. Aspects of advertising that can contribute to brand avoidance include the content of the advertising, the use of a celebrity endorser and the music in the advertising, as well as the response to the advertising. This study thus proposes an expanded framework of brand avoidance.

This study has found support for the existing types and reasons impacting brand avoidance but suggests that advertising may also impact brand avoidance. This is an aspect that requires further research.

For marketing managers, the findings suggest that not only can product experiences result in brand avoidance, but that advertising may be a further reason for this phenomenon.

While there has been a great deal of attention on the positive aspects of brands, research on the negative aspects has largely been ignored. Further, the identification of advertising as a reason for brand avoidance is also suggested.

The purpose of this paper is to empirically investigate the factors affecting consumer’s fast fashion brand loyalty by examining US college students’ perceptions and loyalty toward fast fashion.

Using consumer-based brand equity approach, a research model which examines the factors affecting consumer’s brand loyalty in the fast fashion context was proposed. It was hypothesized that consumer’s perceptions of fast fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect consumer brand loyalty. Based on the valid data from 419 US college students, this study employed structural equation modeling to investigate the factors affecting US college students’ brand loyalty toward fast fashion.

Results reveal that for the US college students, brand awareness, perceived value, organizational associations, and brand uniqueness are the contributing factors to generating consumer’s loyalty toward fast fashion brands.

Due to the fact that fast fashion has become a key feature of the global fashion industry over the last decade, there is phenomenal growth in the availability of fast fashion brands in the US markets. This study provides valuable insights about young consumers’ perceptions of fast fashion brands and the factors’ contributions to their brand loyalty.

In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social media marketing (SMM) activities, customer brand engagement (CBE) and brand loyalty.

A quantitative method was used to collect and analyses the data and to test the conceptual model. In total, 241 usable questionnaires were collected and analyzed using structural equation modeling and multi-group moderation analysis.

The results of this study demonstrate that informativeness of SMM activities relates positively and significantly to CBE in all age groups. However, the strength and the significance of interactive and trendy social media activities differ between age groups.

This study used only two age groups of college students to answer the research questions. Despite that tech-savvy millennials and generation Z are highly engaged in social media environment, the results may not be representative of the entire population and the findings may be cautiously generalized to other platform types or product categories.

By offering a new understanding of perceived SMM in different age groups on Instagram platform, this study contributes to the literature by identifying the types of social media activities that engage different age groups on social media networks.

Fashion designers in South Africa remain ambivalent in embracing sustainable fashion. This study examines the role of neutralisation techniques on attitude towards sustainable fashion. The study was conducted in South Africa, an emerging market known for water scarcity and pollution emanating from the textile industry.

A structured questionnaire was used to collect cross-sectional data from a sample of 590 fashion designers using a web-based online survey. Study constructs were drawn from the neutralisation theory and theory of planned behaviour.

Standard multiple regression analysis results identified denial of injury, appeal to higher loyalties and external locus of control as the major rationalisation techniques influencing South African designers' negative attitudes towards sustainable fashion.

Research was conducted in South Africa where the concept of sustainable fashion is still at developmental stages. The generalisation of the study findings may be enhanced by extending the study to other markets with a fully developed market for sustainable fashion.

The study results underscore the necessity of reducing social, structural and institutional barriers associated with the adoption of sustainable fashion. This study provides input towards efforts to develop attitude change strategies to stimulate designers to embrace sustainable fashion.

The research study contributes to theory, practice and future research.