# Psychological Drivers and Behavioral Outcomes of Fast Fashion Consumption: A Meta-Analytic

## TL;DR

This study explores how psychological factors influence fast fashion consumption using a meta-analysis of research from 2004 to 2024.

## Contribution

It integrates brand-related constructs with the Theory of Planned Behavior to explain consumer attitudes and intentions in fast fashion.

## Key findings

- Brand attitude is the strongest predictor of purchase intention in fast fashion.
- Self-congruity with fashion brands enhances all components of the Theory of Planned Behavior.
- Perceived quality influences both cognitive and social evaluations of fashion brands.

## Abstract

This study employs a meta-analytic approach to synthesize empirical evidence on the psychological and behavioral determinants of fast fashion consumption. Integrating the Theory of Planned Behavior (TPB) with brand-related constructs—perceived scarcity, perceived quality, and self-congruity—this research examines how these factors shape consumer attitudes, subjective norms, perceived behavioral control, consumption intentions, brand loyalty, and word-of-mouth.

Using studies published between 2004 and 2024, a random-effects meta-analysis reveals that brand attitude is the strongest predictor of purchase intention, while self-congruity with fashion brands significantly enhances all TPB components. Perceived quality exerts a cross-cutting influence on both cognitive and social evaluations, reinforcing the multidimensional nature of consumer judgments.

The findings extend the TPB framework by embedding symbolic and perceptual brand dimensions, offering a more comprehensive explanatory model of fashion consumption. From a managerial perspective, the results suggest that marketing strategies emphasizing authentic scarcity cues and alignment with consumers’ self-identity can strengthen emotional attachment, perceived control, and loyalty. The study concludes with theoretical and practical implications for designing culturally sensitive and identity-driven branding strategies in the fast fashion sector.