The motivational drivers of fast fashion avoidance

Purpose – 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. Design/methodology/approach – 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. Findings – 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. Research limitations/implications – 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. Originality/value – 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.