{"title":"作为女性竞争策略的快时尚消费:对可持续消费的影响","authors":"Carina Mae Font, Xavier Font","doi":"10.1108/jfmm-03-2023-0063","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This research considers new and unexplored explanations of why consumers continue to engage in environmentally damaging, fast fashion consumption. It explains why rational arguments alone do not prevent fast fashion consumption or encourage consumers to move toward greater adoption of sustainable fashion consumption behaviours.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>This research compared the effects of a “neutral” control and an “intrasexual rivalry” experimental condition on: (1) likelihood to buy, and (2) willingness to pay, of frequent female fast fashion shoppers (<em>N</em> = 184).</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Women use fast fashion as a conspicuous signal to other women, although this is not necessarily why they waste fast fashion purchases. Mating motives appear to produce a significant increase in fast fashion buying behaviour with women feeling intrasexual pressure to engage in consumption, and utilising consumption themselves as a self-promotion strategy.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>Retailers tackling wasteful fast fashion consumption can demonstrate that sustainable consumption provides a superior conspicuous signal to fast fashion consumption, instead of solely using rational messaging.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>Grounded in evolutionary psychology, this study uses three theories of intrasexual rivalry, conspicuous consumption and conspicuous waste to understand how both the volume and variety of fast fashion consumed are used as conspicuous signals in a mate attraction context.</p><!--/ Abstract__block -->","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.2000,"publicationDate":"2024-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Fast fashion consumption as a female competition strategy: implications for sustainable consumption\",\"authors\":\"Carina Mae Font, Xavier Font\",\"doi\":\"10.1108/jfmm-03-2023-0063\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This research considers new and unexplored explanations of why consumers continue to engage in environmentally damaging, fast fashion consumption. It explains why rational arguments alone do not prevent fast fashion consumption or encourage consumers to move toward greater adoption of sustainable fashion consumption behaviours.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>This research compared the effects of a “neutral” control and an “intrasexual rivalry” experimental condition on: (1) likelihood to buy, and (2) willingness to pay, of frequent female fast fashion shoppers (<em>N</em> = 184).</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Women use fast fashion as a conspicuous signal to other women, although this is not necessarily why they waste fast fashion purchases. Mating motives appear to produce a significant increase in fast fashion buying behaviour with women feeling intrasexual pressure to engage in consumption, and utilising consumption themselves as a self-promotion strategy.</p><!--/ Abstract__block -->\\n<h3>Practical implications</h3>\\n<p>Retailers tackling wasteful fast fashion consumption can demonstrate that sustainable consumption provides a superior conspicuous signal to fast fashion consumption, instead of solely using rational messaging.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>Grounded in evolutionary psychology, this study uses three theories of intrasexual rivalry, conspicuous consumption and conspicuous waste to understand how both the volume and variety of fast fashion consumed are used as conspicuous signals in a mate attraction context.</p><!--/ Abstract__block -->\",\"PeriodicalId\":47726,\"journal\":{\"name\":\"Journal of Fashion Marketing and Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.2000,\"publicationDate\":\"2024-09-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Fashion Marketing and Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jfmm-03-2023-0063\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Fashion Marketing and Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jfmm-03-2023-0063","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Fast fashion consumption as a female competition strategy: implications for sustainable consumption
Purpose
This research considers new and unexplored explanations of why consumers continue to engage in environmentally damaging, fast fashion consumption. It explains why rational arguments alone do not prevent fast fashion consumption or encourage consumers to move toward greater adoption of sustainable fashion consumption behaviours.
Design/methodology/approach
This research compared the effects of a “neutral” control and an “intrasexual rivalry” experimental condition on: (1) likelihood to buy, and (2) willingness to pay, of frequent female fast fashion shoppers (N = 184).
Findings
Women use fast fashion as a conspicuous signal to other women, although this is not necessarily why they waste fast fashion purchases. Mating motives appear to produce a significant increase in fast fashion buying behaviour with women feeling intrasexual pressure to engage in consumption, and utilising consumption themselves as a self-promotion strategy.
Practical implications
Retailers tackling wasteful fast fashion consumption can demonstrate that sustainable consumption provides a superior conspicuous signal to fast fashion consumption, instead of solely using rational messaging.
Originality/value
Grounded in evolutionary psychology, this study uses three theories of intrasexual rivalry, conspicuous consumption and conspicuous waste to understand how both the volume and variety of fast fashion consumed are used as conspicuous signals in a mate attraction context.
期刊介绍:
■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.