The fast fashion sector relies on unethical production procedures including the exploitation of workers within developing countries. It is therefore important to examine factors that predict...Show moreThe fast fashion sector relies on unethical production procedures including the exploitation of workers within developing countries. It is therefore important to examine factors that predict individuals’ fast fashion consumption. The current study, using an online survey (N = 250), investigates whether moral conviction towards the fast fashion industry is negatively associated with fast fashion purchase behavior and intention, and whether that link is partially mediated by compassion towards the workers in the fast fashion sector. If the association between moral conviction and purchase behavior or intention depends on individuals’ general attitude regarding the fast fashion industry is also explored. Results showed that independent of individuals’ general attitude towards the fast fashion industry, a stronger moral conviction is associated with reduced fast fashion purchase behavior and intention. Compassion did not mediate these relationships. Theoretical and practical implications are discussed.Show less
