From Fast to Sustainable: The Influence of Cycling Fashion Strategy of Fast Fashion Brands on Consumers' Purchase Intention
DOI:
https://doi.org/10.54097/7d09cy19Keywords:
Fast Fashion Brand, Circular Fashion Strategy, Upcycle, Recycle, Perceived Value.Abstract
In the context of global green, the traditional fast fashion mode has been criticized for its high resource consumption and serious environmental pollution. Facing the huge wave of the era responsibility, how to effectively and high-quality to long-term sustainable development has become the core challenge of fast fashion brands. Based on the theory of values attitude behavior hierarchy, this study uses the experimental design between groups to compare and analyze the response differences of two circular fashion strategies (Upcycle vs. Recycle) implemented by consumers in the sustainable transformation of fast fashion brands, aiming to reveal the psychological mechanism and relative effectiveness of the two in driving consumer behavior. The results show that for fast fashion products, the Upcycle type of environmental protection strategy has a stronger positive impact on the purchase intention than the Recycle type of environmental protection strategy, and the perceived value plays an intermediary role in the Upcycle type of environmental protection strategy. The conclusion of this paper enriches the research of sustainable marketing strategy, widens the development direction of fast fashion field, and provides practical guidance for fast fashion brands to develop differentiated sustainable marketing strategies.
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