Fast fashion revolution: Unveiling the path to sustainable style in the era of fast fashion

. The Fast fashion industry trend has proliferated due to its fast production and affordable prices. However, its negative impact on the climate and environment is significant. Previous research has revealed that Fast Fashion contributes to high greenhouse gas emissions, excessive water usage, water pollution, and the generation of non-biodegradable textile waste. All of these factors harm environmental sustainability. Additionally, the mass production model of Fast Fashion also encourages excessive consumption, creates non-biodegradable textile waste, and increases pressure on natural resources. This study aims to examine the relationship between fashion orientation (FO) and Fast fashion purchase intention (FFPI), as well as their impact on Fast fashion purchasing behavior (FFPB). This research also explores the influence of sustainable clothing consumption attitudes (SCCA) as a moderating factor. Data were collected from 214 respondents through the nonprobability snowball sampling method. The analysis was conducted using the PLS-SEM method. The study's results indicate that FO significantly influences FFPI and strongly correlates with FFPB. Moreover, SCCA moderates the relationship between FFPI and FFPB. These findings imply that to address the negative impact of Fast Fashion on climate change and the environment, changes in FO and FFPI and an increase in SCCA are needed. Education and consumer awareness regarding the negative impacts of Fast Fashion, promotion and support for sustainable clothing brands and products, and implementing policies that encourage more sustainable production and consumption practices are essential steps that can be taken.


Introduction
The fashion industry is a dynamic sector, continually evolving in tandem with technological advancements and the currents of globalization [1].It has considerably influenced human life, marking notable contributions not just economically but also in creativity, culture, and innovation [2], [3].Despite the myriad advantages associated with the global expansion of the fashion industry-such as resource accessibility, collaborative opportunities, and moreits environmental toll is undeniable.Reports from 2019 reveal that the fashion sector accounts for 10% of global carbon emissions and is a leading contributor to marine microplastic pollution [4].Research even suggests that the industry's greenhouse gas emissions surpass the cumulative emissions from the shipping and aviation sectors [5].
Diverse segments characterize the fashion industry.These include High-end and Luxury Fashion, which emphasizes top-tier, luxury designs; Designer Fashion, which centralizes designer involvement; Sustainable Fashion, which promotes eco-friendly practices; and Fast Fashion, renowned for its rapid mass production in response to fleeting trends [6].Fast Fashion is a particularly impactful segment with significant environmental repercussions [7].
Fast Fashion is the business model that prioritizes quickly producing vast amounts of clothing to cater to consumer demand.This segment's hallmark is the frequent unveiling of new collections, allied with brief production timelines, ensuring consumers can access the latest fashion trends at affordable rates.Brands such as Zara, Pull & Bear, H&M, Cotton On, and Forever 21 epitomize this approach [8].From 2017 to 2020 alone, this segment witnessed a surge of 21% [9].However, the environmental costs are steep, with the sector responsible for an estimated 10% of global carbon emissions-expected to rise by half by 2030 [10].Given its global ubiquity and environmental implications, it is crucial to understand the factors influencing consumer attraction towards Fast Fashion.
The behavioral intention theory is central to the discourse on consumer behavior, as Fishbein and Ajzen propounded in 1975 [11].It postulates that individual behavior can be forecasted based on the intention underpinning that behavior.In the fast fashion matrix, intentions often intertwine with social perceptions-seeing clothing as a functional tool for social elevation and self-affirmation [12].Therefore, those gravitating toward fast Fashion frequently exhibit robust intentions to purchase these products.Conversely, ecologicallyaware consumers tend to eschew the fast fashion paradigm, prioritizing the environmental footprint of their purchases [13].
Recent years have seen a heightened consumer cognizance of the environmental downsides of fast Fashion, especially its contribution to pollution and waste [14].Numerous empirical studies substantiate that eco-positive individuals lean towards sustainable clothing choices [15,16].However, some research counters this, suggesting that despite growing environmental awareness, the tangible consumer shift toward sustainable Fashion remains minimal [17,18].
The exciting dichotomy between intention and actual purchase behavior in Fast Fashion invites deeper exploration.This study seeks to investigate this by integrating moderating variables.The aim is to see how attitudes toward sustainable consumption moderate the relationship between Fast Fashion purchase intentions and actual purchase behavior.Shedding light on this moderating effect can provide insights to industry stakeholders and new entrepreneurs.This, in turn, can guide the formulation of innovative strategies, pushing the fashion world towards more sustainable practices and products.

Fashion orientation
In Fashion's dynamic and multifaceted landscape, understanding the motivational factors that drive individual preferences and choices becomes vital.One concept that has garnered attention in this realm is "fashion orientation," which broadly speaks to an individual's concern over how others perceive their choice of clothing.
As underscored by Dabas & Wang [19], fashion orientation operates on the belief system where a buyer's fashion choices are primarily influenced by their concern regarding the impressions formed by others based on their attire.This notion extends beyond mere clothing preference, delving into a more profound psychological territory that encompasses the desires and interests manifested in one's fashion selections.Consequently, it aids in unearthing the intricate dynamics that dictate consumer behavior in the fashion industry, shedding light on the motivations that steer choices in a marketplace brimming with diverse and ever-evolving tastes [20].
Moreover, understanding fashion orientation offers a pathway to decipher consumers' diverse desires and interests, facilitating the tailoring of strategies that can more adeptly cater to the varied preferences of individuals.This theoretical lens illuminates consumption patterns, encouraging a market approach grounded in empathy and awareness toward individual consumer needs [21].
Thus, probing into the intricate nuances of fashion orientation offers insights into consumer behavior and holds implications for the broader fashion industry, especially in marketing and product development.Therefore, a detailed exploration of this concept is vital, promising avenues for enriched consumer engagement and a deeper understanding of the dynamics that govern fashion choices.

Fast fashion purchase intention
The concept of purchase intention is central to understanding consumer behavior, defined as the inclination to buy a specific product under certain conditions [22].This phenomenon stems from a complex decision-making process, where consumers weigh various factors driven by their underlying motivations to commit to a purchase [23].
Within the scope of the fast-fashion industry, purchase intention takes a nuanced turn.Rahman et al. clarified that in this context, it delineates the predisposition to engage in actions that lead to buying a specific item, marking a crucial stage in the consumer's journey to the eventual purchase [24].Essentially, it forms a preliminary yet vital phase in the purchase decision-making framework, setting the stage for the subsequent steps leading to the actual acquisition of the product.
Ajzen further emphasized that purchase intention precedes but significantly influences the eventual purchasing behavior, acting as a direct precursor shaping the consumer's future actions [25].Thus, understanding this concept holds paramount significance in dissecting and predicting patterns in consumer purchasing behaviors, especially in fast-paced industries such as fast Fashion.

Fast fashion purchase behavior
Understanding the mechanisms behind purchase behavior is crucial in dissecting consumer decision-making processes.Within this sphere, scholars offer a progressive delineation of how purchase behaviors come to fruition.To begin with, Ajzen [25] lays the fundamental groundwork by highlighting that the precursor to purchasing behavior is the intention to purchase, emphasizing cognitive planning and forethought preceding actionable steps.
Building on this, Rahman et al. [26] define purchase behavior as the manifested tendency to act on the previously formed purchasing intentions, essentially representing the actionable transition from intention to actual behavior.This view aligns with the conceptual pathway where intentions, crystallized through various intrinsic and extrinsic factors, steer an individual's purchase behavior.
Adding further depth to this concept, Jain [27] discusses the following stages: purchase intention becomes the guiding force in purchase choice.In this stage, the individual is engaged in the purchase decision process, signaling that the purchase intention not only precedes but also actively guides the final decision-making process, illustrating a nuanced path from intention to eventual purchase.

Sustainable clothing consumption attitude
In recent decades, sustainable consumption patterns and growing concerns over environmental degradation have gained increasing attention.The fashion industry, a significant contributor to environmental issues, is at the center of changing attitudes towards consumption [25].
At the heart of this transformation in the clothing industry is the notion of sustainable clothing consumption, which encompasses attitudes that prioritize environmental sustainability, fostering a predisposition towards utilizing garments that minimize waste and curtail the depletion of resources [28].This mindset is broader than utilizing resources more sustainably.However, it extends to encouraging individuals to engage with Fashion in an environmentally responsible way and less driven by fast-fashion cycles.
Thus, promoting sustainable clothing consumption requires recognition of the profound influence of individuals' attitudes on their behavioral intentions [25,29].Therefore, efforts to foster a mindset inclined towards sustainable clothing consumption could have a crucial role in mitigating the negative environmental impacts of the fashion industry.
Furthermore, adopting a sustainable approach to clothing consumption means encouraging clothing manufacture with the lowest possible environmental impact, reducing the overall carbon footprint associated with clothing production and disposal [30].
In light of the above, it is imperative to deepen the understanding of the mindset underlying sustainable clothing consumption and to explore strategies through which this can be nurtured to foster more sustainable consumption patterns globally.

Fashion orientation and fast fashion purchase intention
In the current globalization era, fast Fashion is becoming increasingly prominent in the fashion industry.Fast Fashion refers to producing clothes that follow the latest trends with a rapid production cycle and offering them at affordable prices [31].One key aspect that may influence purchasing decisions in the context of fast Fashion is an individual's "fashion orientation.
Fashion orientation describes how individuals follow and incorporate fashion trends into their style choices.This includes a deep understanding of Fashion, a sensitivity to changing trends, and a desire to acquire items that reflect the latest trends [21].
Fast Fashion meets the needs of consumers who wish to follow the latest fashion trends continuously.These brands are renowned for quickly transferring designs from the catwalk to the stores, allowing consumers to acquire trendy products at affordable prices [32].This creates an environment that facilitates impulsive buying based on the latest trends rather than necessity.
The intention to purchase not only refers to the decision to buy a product but also serves as a strong indicator of a person's buying behavior in the future [33].This encompasses value perception, alternatives availability, and emotional responses to products or brands.
Based on the dynamics of the fast fashion industry and consumer behavior obsessed with trends, individuals with high fashion orientation tend to be more open to the influence of current fashion trends.
Therefore, they are more likely to have a solid intention to purchase fast fashion products [34].Considering the factors above, we ultimately hypothesize that: H1: Fashion orientation positively affects the intention to purchase fast fashion products.

Fast fashion purchase intention and fast fashion purchase behavior
In order to unravel the complexities of consumer behavior dynamics in the fast fashion industry, it is pivotal to understand the determinants that govern purchase intentions and actual purchase behaviors.In this context, "purchase intention" is a term utilized to denote consumers' propensity or willingness to purchase a specific product or brand, acting as a forerunner to the actual purchasing action [35].
The fast fashion industry thrives on offering affordable and quickly available trendy clothing, catering to the impulsive tendencies of fashion enthusiasts.Joung [35] pointed out that the industry has fostered a system that encourages consumers to swiftly access the desired attire, potentially nurturing an enhanced predisposition towards fast fashion purchase intentions and purchase behaviors.This feature, favorable to consumers, feasibly amplifies individuals' tendencies to undertake purchasing initiatives in the fast fashion domain [36].
Scrutinizing the journey from purchase intention to the actual buying action necessitates a deep understanding of consumer purchasing behavior, which embodies an individual's inclination to perform actions directed at acquiring a particular product.It emerges as a pivotal instrument in examining and evaluating specific products available in the market [37].
Substantial empirical evidence corroborates this narrative, illustrating a striking positive correlation between fast fashion purchase intentions and actual purchase actions [38,39].Liu [40] underlines that an apparent readiness to engage with a fast fashion commodity is a significant precursor to an actual purchase.This notion finds resonance in the research conducted by Pena et al. [41], who accentuated the dominant role of purchase intentions in guiding purchase behaviors.
Despite the apparent connection between purchase intention and behavior, it is essential to note that not all intentions result in actual buying actions [42].Research by Conner and Norman [43] underscores this discrepancy, highlighting a gap where the intention, or the aspiration to undertake a behavior, sometimes manifests into actual actions.
In order to ascertain if this discrepancy is present in the fast fashion industry, further research is warranted.To deepen our understanding of the role of fast fashion purchase intentions in influencing actual buying behavior, we propose the ensuing hypothesis: H2: The intention to purchase fast Fashion positively affects actual purchasing behavior

Sustainable clothing consumption attitude as moderating role
Generally, attitudes embody an individual's stance towards engaging in a particular behavior, functioning as a yardstick for their involvement in such actions [44].A substantial body of literature corroborates attitudes' powerful influence on shaping people's intentions to indulge in specific behaviors [29].
In this study, sustainable clothing consumption is a pivotal strategy aimed at curtailing pollution and fostering the judicious utilization of natural resources [45].This approach encompasses a lifecycle perspective involving production, consumption, and disposal processes that tread lightly on the society, economy, and environment while promoting ecofriendly materials [17,46].
Prior research accentuates the decisive role that sustainable attitudes harbor in steering consumers' fast fashion purchasing tendencies [15,16].Mehta and Kaur [47] contend that a strong preference for sustainable clothing consumption can notably reduce the enthusiasm for purchasing and the subsequent buying behaviors associated with fast fashion products.In detail, elevating awareness and a commitment to sustainability can facilitate a positive shift, steering consumers away from fast fashion outlets [48].Therefore, this research suggests that a widespread favorable attitude towards sustainable clothing consumption can subdue a firm determination to buy fast Fashion.
Based on this, this study examines the moderating role of attitudes towards sustainable clothing consumption in the relationship between purchase intention and actual purchase behavior in the context of fast Fashion.A strong alignment with sustainability principles may weaken the relationship between purchase intention and purchase behavior in fast Fashion.On the other hand, a weaker inclination towards sustainable practices may strengthen this relationship.Based on this framework, we propose the following hypotheses: H3: Sustainable clothing consumption attitude moderates the relationship between intention and fast fashion behavior.

Methodology
This study employed quantitative analysis, anchored in survey research techniques, to probe the preferences and behaviors of young Indonesian consumers concerning fast fashion products.The objective was to delve deep into various individual attributes and perspectives aligned with our research aims.In this context, we detail our data collection and analysis methodology.
We crafted a targeted sample of young consumers actively engaged with fast Fashion in Indonesia.This encompassed individuals with prior experience with fast fashion products.We employed a randomized selection method to ensure a diverse array of respondents representing various Indonesian regions.Our primary demographic was individuals aged 17 and above, as they form the core consumer base for fast Fashion.
The primary tool for data collection was a self-administered questionnaire designed using Google Forms.It incorporated questions aligned with the research objectives, probing respondents' attributes such as gender, age, education, family income level, and their fast fashion purchase frequency.The survey was disseminated via social media platforms, namely WhatsApp and Instagram, targeting eligible respondents.
Of the 226 participants, 35% were from Yogyakarta, while 65% were from other regions.A gender distribution indicated 36.7% male and 64.3% female respondents.The dominant age group was 17-26 years, representing 64.2%.Family income distribution revealed 20.8% earning below 1 million, with 48.2% earning between 1 and 3 million.The educational backgrounds were varied: 33.6% had completed senior high school, 15.9% held diplomas, 38.1% had bachelor's degrees, and 12.4% had postgraduate qualifications.Regarding fast fashion purchasing habits, 34.5% shopped once a year, 31.9% three times annually, and 33.6% shopped more frequently.
This study meticulously maps the consumption trends of fast Fashion among young Indonesians.Data on demographics and purchase frequency are critical to understanding market dynamics.Our subsequent analysis will utilize the PLS-SEM statistical method to uncover core findings based on the empirical data obtained.

Indicator test
When assessing the indicators, we evaluated the external or measurement model to determine the model's validity and reliability against set benchmarks.We scrutinized criteria including convergent validity (via factor loading analysis), discriminant validity (using Average Variance Extracted or AVE), and composite reliability (through Composite Reliability measures).A comprehensive breakdown of these benchmarks is outlined in Table 1.
Table 1's convergent validity outcomes show that each indicator has a factor loading greater than 0.6.This means all indicators strongly correlate with their specific construct over others.Moreover, the discriminant validity results in the table confirm that every variable indicator is valid, given that each has an AVE value surpassing 0.50.Additionally, when evaluating Composite Reliability, it is evident that the consistency and steadiness for all constructs is robust, with a value exceeding 0.70.Hence, the instrument's dependability in gauging the study's variables is affirmed, showcasing its thoroughly vetted reliability.In Table 2, the hypothesis testing outcomes indicate that all the posited hypotheses are substantiated and can be accepted, as they fulfill the necessary criteria concerning T-statistics and P-values.Consequently, a meaningful and pertinent correlation exists among the variables examined in this study.The diagram depicted in Figure 3 explains the relationship between attitudes towards sustainable clothing consumption and the propensity to engage in fast fashion purchase behavior.This relationship is assessed through the lens of Simple Slope Analysis, which offers a nuanced perspective on how different attitudes towards sustainable clothing consumption can influence the desires and actions of purchasing fast fashion items, represented on the x-axis and y-axis, respectively.The center of this diagram is the red line that depicts the observed trend among individuals with average sustainable clothing consumption attitudes.This line serves as a baseline that signifies a moderate attitude toward sustainable consumption and a balanced approach toward buying fast fashion items.

Hypothesis testing
The upper green line in the diagram signifies a scenario where increased to sustainable clothing consumption reduces fast-fashion purchasing behavior despite an initial solid intention to purchase.This depicts consumers gradually withdrawing from the fast fashion market as their awareness and commitment to sustainable practices increases.
In contrast, the lower blue line signifies individuals who maintain a low sustainable clothing consumption attitude, indicating that they continue to purchase high levels of Fast Fashion, especially when their intention to purchase is critical.This underscores the persistence in consumer behavior, highlighting a group less influenced by sustainable consumption principles and, therefore, more likely to purchase fast Fashion, determined primarily by their initial intentions.
Through this detailed visualization, Figure 3 successfully demonstrates the dynamic interaction between sustainable clothing consumption attitudes and fast fashion purchasing behavior.Delimiting different behavioral patterns through a simple slope analysis facilitates a clearer understanding of how sustainability attitudes can be an essential determinant in shaping purchasing decisions and behaviors in the context of the fast fashion industry.This suggests that cultivating positive attitudes towards sustainable clothing consumption can distance consumers from the appeal of fast Fashion, leading them to more environmentally friendly choices in their consumption patterns.

Fashion orientation on intention to purchase fast fashion products
This study's analytical results show a significant influence between fashion orientation and purchase intention of fast fashion products.This encourages a deeper understanding of how individuals' fashion orientation -a construct that includes the tendency to follow the latest fashion trends and concerns about quality and materials -shapes their purchase intentions.These findings align with research conducted by Mehta and Kaur [49], which also highlighted that fashion orientation and conspicuous consumption substantially affect the desire to purchase fast fashion products.
In an era where information rapidly changes and access to the newest products is increasingly straightforward, consumers have become more alert to the latest trends.This acumen and more profound knowledge about the products form a critical foundation of consumers' buying intentions.Assessing the quality and materials used in fast fashion products assists in making more informed decisions when purchasing [50].
Social norms and community expectations also play a crucial role in shaping consumer perceptions [36].Alongside this, endorsements from celebrities and influencers have been proven to influence buying intentions significantly, fostering positive perceptions and enhancing the appeal of fast fashion products [51].
Besides external factors, intrinsic motivations such as the desire to express oneself through clothing significantly impact purchasing decisions [52].Fast Fashion often provides a platform where individuals can satisfy this need, creating or maintaining a specific image without sacrificing financial aspects.This is reinforced by the availability of affordable products and promotions and discounts that encourage impulsive buying, often offering the emotional satisfaction derived from purchasing new products [53].
In fashion orientation, a confluence of tendencies towards the latest trends, social influences, and personal motivations, is central in determining the purchasing intentions of fast fashion products.Industry stakeholders must understand this dynamic to craft more directed strategies aligning with consumer preferences.Considering these variables, the industry can steer towards creating products that cater to consumer desires and promote more responsible consumption.

Intention to buy fast fashion on actual purchase behavior
The analysis results show a strong correlation between intention to purchase and actual purchase behavior.This means that if someone is highly inclined to buy a fast fashion product, they will likely purchase it.This finding corroborates the research conducted by Liu [40], which also identified a significant influence of purchase intention on purchasing behavior.A study orchestrated by Pena et al. [41] also corroborated this influence.
In this discussion, purchase intention is interpreted as an indication or likelihood that consumers will purchase a specific product in the foreseeable future.This represents the initial stage before an actual purchase occurs.Various factors can influence this purchase intention, including consumers' perceptions of a product's quality and price and recommendations from friends or reviews from other users [54].
The consumer's attitude facilitates the transition from purchase intention to actual buying.Consumers with a positive view of a particular product or brand generally demonstrate a stronger purchasing intention, heightening the potential for actual purchases [55].
Furthermore, external influences such as recommendations from others, promotions, and positive reviews from social media can also affect the desire to buy.In this digital age, social media plays a pivotal role in shaping consumers' opinions and purchasing desires [56].
However, it is essential to note that purchase intentions only sometimes lead to actual purchases [42].Various barriers can intervene, such as changes in consumer purchasing motivation.
Especially in fast Fashion, purchasing decisions often hinge on the latest trends, promotions, and product availability [57].Therefore, a deep understanding of the intricate relationship between purchase intentions and actual purchasing behavior is essential for industry players in the fast fashion sector to optimize sales and profitability.
Overall, the interaction between purchase intentions and actual purchasing behavior highlights the importance of identifying and understanding the variables that affect purchase intentions.This assists companies in devising more successful marketing strategies, enhancing sales, and nurturing more harmonious relationships with customers.

Moderating the role of sustainable clothing consumption attitude
Results The analysis revealed a significant moderating role of "Sustainable Clothing Consumption Attitude" in the relationship between fast fashion purchase intention and actual purchase behavior.Despite a predisposition to buy products from fast fashion brands, an attitude favoring sustainability can deter individuals from following through with the purchase.This outcome corroborates the findings of Mandaric et al. [57] in Croatia, which demonstrated that a positive attitude towards sustainable clothing products can inhibit the actual purchasing of fast fashion items.Similarly, Mehta & Kaur [49] found that sustainable clothing consumption attitudes attenuate the relationship between the intention to purchase fast fashion products and actual purchase behavior, with awareness and orientation towards sustainability positively swaying consumers' motivation to avoid fast fashion products.
Modern consumers are increasingly cognizant of the detrimental repercussions of the fast fashion sector on both the environment and broader society [49].While new fashion trends and promotions retain their influence on buying intentions, their capacity to dictate actual purchasing decisions needs to be improved.
Educational endeavors elucidating the fashion industry's adverse environmental ramifications have the potential to alter consumer perspectives radically, consequently swaying their buying intentions significantly [58].This assertion anchors on the premise that informed consumers can make choices aligned with sustainability principles, thus facilitating a discerning approach to fast fashion consumption.
The fast-paced evolution of fashion trends imposes a dilemma on consumers, ensnaring them between adherence to the latest fashion trends and sustaining their commitment to sustainability [59].This scenario evokes a cognitive dissonance, where consumers grapple with the allure of affordably priced fast fashion merchandise while painfully aware of the ensuing environmental detriments.This dichotomy instigates a critical reassessment of buying intentions, fostering a scenario where decisions transcend price and trend considerations.

Conclusion
Based on the outlined discussion, it is clear that fashion orientation, which includes the tendency to follow current trends, social influence, and personal motivation, plays a central role in shaping consumers' purchase intentions toward fast fashion products.In addition, there is a substantial correlation between intention to purchase and actual purchase behavior, which positive attitudes towards the brand or product can reinforce.However, it is crucial to note that such intentions sometimes translate into actual purchases due to various potential barriers.Another important insight from this discussion is the moderating role of sustainable clothing consumption attitudes, which may reduce the likelihood of purchasing fast fashion products despite the initial intention to purchase.Growing awareness among consumers regarding the adverse impacts of the fast fashion industry on the environment and society is driving a more critical and selective approach to purchasing decisions, often favoring more sustainable alternatives.
For industry stakeholders, the insights gained from this research illustrate the need for astute strategies that align with evolving consumer preferences.These preferences now balance keeping up with the latest trends and demonstrating a commitment to sustainability.As such, this nuanced understanding of the consumer base offers opportunities to fulfill desires without compromising responsible consumption.This requires a shift in marketing strategies, focusing on trends and promoting sustainable practices, potentially encouraging a more thoughtful approach to fast fashion consumption

Table 1 .
Test results of indicators.