Post Purchase Behavior of Compulsive and Impulsive Fast Fashion Shoppers: Hoarding of Fast Fashion Products
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The study sought to understand how impulsive and compulsive fast fashion consumers evaluate garment quality and its effect on their hoarding behaviors Although anecdotal evidence suggests that fast fashion is made of low quality materials, little research has been done to understand how perceptions of fast fashion quality affects consumer purchasing frequency.
The low cost and frequent seasons of fast fashion presents an opportunity for some consumers to purchase increased quantities of apparel. Consumers who purchase impulsively typically purchase with reckless abandon, forgoing any self-control that they may have (Rook, 1987). In addition, compulsive buying entails consumers buying frequently, often without controlling their urges (Muller, et al., 2015). Furthermore, studies have identified that compulsive and impulsive shopping is tied to hoarding behavior including difficulty discarding and value oriented hoarding (Frost et al., 1998). However, the connection between fast fashion purchasing frequency and compulsive, impulsive and hoarding behaviors has not been, a gap in the research which this study sought to fill.
To understand impulsive and compulsive consumers’ fast fashion purchasing frequency and the effects that the apparel quality had on hoarding behaviors, an online survey was conducted with a random nationwide sample of 500 women ages 18-59. This homogenous sample was evenly distributed by age and the resulting racial ethnicities closely represented US population. Multiple regression analysis, mediation, and moderation effects were tested.
The results suggest fast fashion purchasing frequency is increased by both compulsive and impulsive shopping tendencies and fast fashion quality. Consumers who display these shopping tendencies also turn to value oriented hoarding, and compulsive shoppers often display difficulty discarding. In addition, fast fashion purchase frequency mediated the relationship between hoarding behaviors and fast fashion quality.
The findings align with existing literature that identifies compulsive behaviors as an attribute in hoarding behavior. Specifically, consumers who display compulsive traits often hoard, experiencing anxiety and stress when having to discard items. This study contributes to understanding consumer behavior as it relates to fast fashion by exploring how consumers hoard. Fast fashion retailers can increase marketing strategies to reach these consumers. By understanding impulsive and compulsive shopping tendencies, fast fashion retailers can merchandise in a way that stimulates consumers’ urges. In addition, quality can be evaluated as a method to further increase consumer purchasing.