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
The present study investigates the relationship between two basic social needs, i.e., the individual need for assimilation and the individual need for distinctiveness, and consumers’ perceptions of...Show moreThe present study investigates the relationship between two basic social needs, i.e., the individual need for assimilation and the individual need for distinctiveness, and consumers’ perceptions of the potential of various purchase options to fulfill their need for assimilation and their need for distinctiveness. The role of Fear of Missing Out (FoMO) is investigated as a moderator in this relationship. The results show that, although all seven purchase options selected for the present study meet the potential to fulfill participants’ two basic social needs, the perceived potential to fulfill the need for distinctiveness is slightly higher. This may be related to the fact that in the present sample, the individual need for distinctiveness appears also to be felt somewhat stronger than the individual need for assimilation. It was hypothesized and partially found that participants’ stronger individual need for assimilation goes together with a higher perceived potential of various purchase options to fulfill their need for assimilation. In a similar vein, participants' stronger individual need for distinctiveness goes together with a higher perceived potential of various purchase options to fulfill their need for distinctiveness. Furthermore, participants with a stronger individual need for assimilation experience more FoMO, while participants with a stronger individual need for distinctiveness experience less FoMO. FoMo moderates the relationship between the strength of the two basic social needs and the perceived potential of various purchase options to fulfill the two basic social needs. From a marketing perspective, it may be suggested that companies can safely focus on both basic social needs, for example in their marketing campaigns, to try to reach as many potential customers as possible.Show less