The buying of fast fashion product: Factors affecting consumer behavior
DOI:
https://doi.org/10.61173/27b56550Keywords:
fast fashion, consumer behavior, herding, anchoring, framingAbstract
Previous studies have demonstrated that many factors can play a role in determining consumer behavior. Fast fashion has recently become very popular among teenagers. Through controlled experiments, we examine the effects of herding, anchoring, and framing on consumer choices when buying fast fashion products. We also compare the impacts of anchoring and framing. Our findings indicate that all three factors are strongly related to consumer choices regarding to the fast fashion products, with anchoring having the strongest effect.
References
consumer behavior.” Management Science 57.4 (2011): 778- 795. Chen, Yi-Fen. “Herd behavior in purchasing books online.”
Computers in Human Behavior 24.5 (2008): 1977-1992. Cheng, Yin-Hui, et al. “More than two choices: the influence of
context on the framing effect.” Current Psychology 31 (2012): 325-334. Dimanche, Frederic, and Mark E. Havitz. “Consumer behavior and tourism: Review and extension of four study areas.” Journal
of Travel & Tourism Marketing 3.3 (1995): 37-57. Furnham, Adrian, and Hua Chu Boo. “A literature review of the
anchoring effect.” The Journal of Socio- Economics 40.1 (2011): 35-42. Gajjar, Nilesh B. “Factors affecting consumer behavior.” Dean&Francis Guangyue Guan, Zhuo Yue Luna Yao, Lina Chao International Journal of Research in Humanities and Social
Sciences 1.2 (2013): 10-15. Gál, Peter. “MARKETING IMPLICATIONS OF FRAMING IN THE DECISION-MAKING.” Acta Universitatis Agriculturaeet
Silviculturae Mendelianae Brunensis 66.5 (2018). Mehrotra, Jaya, and Pallavi Kumari. “Teenager socialization and factors affecting purchase decision of teenagers.” Nagarkoti, Bishal. “Factors influencing consumer behavior of
Smartphone users.” (2014). Singh, Amit Kumar, and Malsawmi Sailo. “Consumer behavior in online shopping: a study of Aizawl.” International Journal of
Business & Management Research 1.3 (2013): 45-49. Strainu, Ana. “Framing Effect and Emotions: Analysis of their Impact on Decision-Making Processes.” (2021). Su, **, and Aihwa Chang. “Factors college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach.” International Journal of Retail & Distribution
Management 46.1 (2018): 90-107.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 by the authors.
This work is licensed under a Creative Commons Attribution 4.0 International License.
