Determinants of Fast-Fashion Purchasing Behavior in Centennials of Mexico

Abstract

This study analyzes the main factors that influence fast fashion purchasing behavior. Through an electronic survey of 331 centennials, a structural equation model based on covariances was developed. Variables such as low price, influencer marketing, sustainable marketing, perceived behavioral control, hedonic motivations, and subjective norm were identified as the main factors explaining fast fashion purchasing behavior. Hedonic motivations, influencer marketing, and subjective norm were the main determinants.