Consumer Behavior Characteristics in Fast Fashion

• Main Author: YINYIN, WANG
• Format: Others
• Language: English
• Published: Högskolan i Borås, Institutionen Textilhögskolan 2011
• Subjects: consumer; behavior; fast fashion; Economics and Business; Ekonomi och näringsliv
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20322

Currently there is a lack of research in fast fashion consumer behaviors both in academicand marketing aspects. This research addresses the fast fashion consumer behaviorcharacteristics, and analyzes the how general consumer behavior theories apply to fastfashion consumer behavior, and what the underlying causes that form the behaviors. Theanalyses are based on combination and comparison of conventional consumer behaviortheories, empirical basis that is found from questionnaires conducted in Sweden, and brandsstudies on H&M, Ginatricot and Zara. The main results from the analyses are respectivelyobtained in 3 main terms: Decision making process and involvement, Individual differences,and Group influences. The three aspects try to cover the main topics according to generalconsumer behavior theories. And the outcome is further developed into marketingimplication, also offering ideas for further research. === Program: Magisterutbildning i fashion management med inriktning modemarknadsföring