Despite growing environmental awareness, many young consumers continue to engage in fast fashion overconsumption. This study explores why young Mexicans, though willing to adopt sustainable behaviors, struggle to translate that intention into action due to different barriers.
Focus of the Article
This study examines how emotional and social barriers prevent sustainable behavior among young Mexican fast fashion consumers. Using a phenomenological approach grounded in the Theory of Planned Behavior, it aims to generate insights that inform social marketing interventions targeting fast fashion overconsumption.
Research Questions
What consumer attitudes drive fast fashion overconsumption? How do subjective norms influence fast fashion overconsumption? What is the role of perceived behavioral control in sustaining or discouraging fast fashion overconsumption? What drives the intention to overconsume fast fashion?
Importance to the Social Marketing Field
This study demonstrates how a phenomenological approach can deepen understanding of fast fashion consumption by uncovering emotional and social drivers often overlooked in quantitative research. It reinforces the applicability of the Theory of Planned Behavior for addressing challenges to sustainability and provides actionable insights for designing social marketing interventions aimed at reducing overconsumption among young consumers.
Methods
Grounded in the Theory of Planned Behavior (TPB) and using a qualitative phenomenological design, this study explores the lived experiences of university students and recent graduates aged 18 to 30. All participants were active as fast fashion consumers who demonstrated awareness of the industry’s social and environmental impact. Data were collected through 10 focus groups and 11 triads, involving a total of 101 participants residing in central Mexico.
Results
Although participants expressed environmental concern and a desire to change their behavior, their consumption behaviors remained driven mostly by emotional factors such as stress relief, low mood, and the pursuit of pleasure through trendy, affordable clothing. Fast fashion was closely linked to emotional well-being, identity, and self-confidence. The findings also reveal a dynamic interaction between TPB constructs, illustrating how attitudes, subjective norms, and perceived control influence each other throughout the decision-making process.
Recommendations for Research or Practice
By combining TPB with qualitative insights, this study reveals the emotional and social dynamics behind fast fashion overconsumption among young consumers. These findings offer valuable guidance for developing future social marketing interventions aimed at reducing fast fashion overconsumption in this segment.
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