Impact of values and psychographic traits on compulsive buying behaviour in fast fashion brands

Impact of values and psychographic traits on compulsive buying behaviour in fast fashion brands

The Fast Fashion is emerging as a rapidly growing category in the Indian garment retailsector. Fast Fashion provides the latest trendy fashionable affordable clothing to consumersmultiple times in a year. The pressure of fast fashion influences the buying behavior ofconsumers resulting in compulsive purchasing tendencies (Johnson & Attmann, 2009). Theresearch study focuses on the compulsive buying behavior of Fast Fashion brand consumers.In India, Fast Fashion is emerging as an important and growing category in the garment retail. Because of rapid fashion cycles, what is ???in??? is always changing, causing consumers to feel pressure to continually update their wardrobes (Cwerner, 2001).Compulsive buying consumers buy more frequrntly without controlling their the urge to purchase(Muller, et al., 2015). The significant percentage of fast fashion buyers qulify as ???excessive shoppers??? and this international phenomenon is spreading around the world. (Greenpeace International, 2017). Shopping for clothes reflect broader values (Tatzel, 1982) and for the retailers to be successful the knowledge of consumers about culturally-defined values is important (Hyllegard et al., 2005).The extensive review of literature shows that there is a lack of research both in academic and marketing aspects regarding Compulsive buying behaviours of Fast Fashion consumer with respect to value psychographic traits. The objective of the research study is to understand the effect of Values on Compulsive Buying Behaviour of Fast Fashion Brands and to analyse the mediating vi effect of Psychographic Traits (Fast Fashion involvement, Fashion???Consciousness and Innovativeness) on Compulsive Buying Behaviour.The study used List of value (LOV) Scale to find the impact of consumer values on compulsive buying behaviour. The psychographic traits are used as intervening variable. The survey is conducted for participants aged 18-25 yrs. Analysis of data is done using Factor analysis, Anova, Multiple Regression. The study will help marketer of Fast Fashion clothing to frame their product and communication strategy in such a way that it appeals to the consumers with required psychographic traits and values.

Sweta Jain

Management