The buying of fast fashion product: Factors affecting consumer behavior

Abstract

Previous studies have demonstrated that many factors can play a role in determining consumer behavior. Fast fashion has recently become very popular among teenagers. Through controlled experiments, we examine the effects of herding, anchoring, and framing on consumer choices when buying fast fashion products. We also compare the impacts of anchoring and framing. Our findings indicate that all three factors are strongly related to consumer choices regarding the fast fashion products, with anchoring having the strongest effect.