Submitted Successfully!
To reward your contribution, here is a gift for you: A free trial for our video production service.
Thank you for your contribution! You can also upload a video entry or images related to this topic.
Version Summary Created by Modification Content Size Created at Operation
1
Barbara Ewa Gawior Kaczmarek
 -- 1256 2022-04-20 13:26:17 |
2 format correct
Nora Tang
 Meta information modification 1256 2022-04-22 06:49:45 | |
3 format correct
Nora Tang
 + 10 word(s) 1266 2022-04-22 09:01:12 |

Video Upload Options

We provide professional Video Production Services to translate complex research into visually appealing presentations. Would you like to try it?
No, upload directly Yes

Confirm

Are you sure to Delete?
Yes No
Cite
If you have any further questions, please contact Encyclopedia Editorial Office.
Gawior Kaczmarek, B.; Gawior, B.; , . Impulse Buying Behavior in Fast Fashion Physical Stores. Encyclopedia. Available online: https://encyclopedia.pub/entry/22016 (accessed on 15 November 2024).
Gawior Kaczmarek B, Gawior B,  . Impulse Buying Behavior in Fast Fashion Physical Stores. Encyclopedia. Available at: https://encyclopedia.pub/entry/22016. Accessed November 15, 2024.
Gawior Kaczmarek, Barbara, Barbara Gawior,  . "Impulse Buying Behavior in Fast Fashion Physical Stores" Encyclopedia, https://encyclopedia.pub/entry/22016 (accessed November 15, 2024).
Gawior Kaczmarek, B., Gawior, B., & , . (2022, April 20). Impulse Buying Behavior in Fast Fashion Physical Stores. In Encyclopedia. https://encyclopedia.pub/entry/22016
Gawior Kaczmarek, Barbara, et al. "Impulse Buying Behavior in Fast Fashion Physical Stores." Encyclopedia. Web. 20 April, 2022.
Impulse Buying Behavior in Fast Fashion Physical Stores
Edit
This entry is adapted from the peer-reviewed paper 10.3390/su14074133

The health crisis caused by COVID-19 has affected consumption and payment patterns worldwide. Consumers have had to change their habits and deal with new sanitation guidelines and have often struggled with lengthy infrastructure closures. These factors significantly influenced both the choice of payment methods and purchase decisions made by consumers. Still, consumption patterns during the pandemic as a new social situation have not yet been thoroughly investigated. 

credit cards fast fashion hedonic motivations impulsive buying

1. Contactless Payment and Credit Card Use

Today, consumers have at their disposal a myriad of technological solutions that enable cashless payments through physical credit cards or digital credit cards on smartphones or smartwatches [1]. At the same time, a plethora of factors affect what payment method will be chosen by consumers to fulfil transactions [2], among them the speed of transaction [3] and perceived characteristics of the payment method in terms of, for example, ease of use or safety [4].
A study performed in 2019 on payment behavior in the European area realized by European Central Bank [5] shows that Spain is a country with generally substantial cash usage. About 83% of the number of transactions and 66% in terms of value were performed using cash. It should be noted, however, that during 2020 (during the COVID-19 pandemic), 50.2% of Spaniards adopted more cashless behavior [6]. However, the increase in cashless payment use has not been uniform across all industries. For instance, the overall credit card use in both physical stores and online fast fashion stores during the restriction period in Spain fell by 27% [7]. This may be related to the fact that many people lost their jobs or had a reduced income during the pandemic. Therefore, it can be assumed that consumption expenditure may have encountered budgetary constraints.

2. Impulse Buying

Impulsive buying is unplanned, thoughtless, spontaneous, and hedonically complex buying behavior [8]. Impulsivity reveals the consumer’s willingness to make purchases unintentionally, unreflectively, immediately, and based on internal and/or external stimuli [9][10]. Among these stimuli, internal motivations classified into hedonic and utilitarian [11] influence the purchase decision process [12]. In addition, the relationship between fast fashion and consumers’ hedonic motivations to purchase the latest trends has a tremendous negative impact on sustainability, causing environmental damage [13]. The issue of impulsive buying is the subject of research by many researchers around the world [8][14][15][16][17][18][19]. As part of some research conducted by many researchers, it has been found so far that the most important factors influencing impulsive buying are credit card use [14][20][21][22][23], gratification shopping [14][15][24] and novelty-seeking shopping [13][14][25][26][27]. Therefore, it can be assumed that some of those factors might also apply in the COVID-19 pandemic, leading to unsustainable decisions among consumers. Limited budgets, prolonged quarantines, and lockdowns could translate into the need for social or gratification impulsive shopping (need of social interaction), and usage of credit cards (relaxing budgetary constraints). Still, there are not many papers that directly address the situation related to the COVID-19 pandemic. Chauhan, Banerjee and Dagar [14] have attempted to explain changes in behavior of conducting fashion purchases online. The lack of available research on changes in purchases at physical stores was one of the factors influencing the authors’ decision to undertake this research.

3. Hedonic Shopping Motivations

Hedonic motivations are internal factors that seek to satisfy needs for pleasure, enjoyment, searching for experiences, entertainment, excitement, and socialization during the shopping process [15]. Additionally, some claim that hedonic motivations are positively related to impulsive buying behavior [16].
Arnold and Reynolds [24] proposed an inventory of six types of hedonic buying motivations:
1. Gratification shopping relieves stress, improves mood, and provides emotional gratification [28][29].
2. Idea or novelty shopping satisfies the need to keep up with fashion trends and triggers impulsive buying [17][25].
3. Adventure-seeking shopping is related to the excitement and stimulation produced by the act of shopping and may be a trigger for impulsive buying [26][27][30].
4. Value shopping refers to getting more value at a lower price [23] and relates positively to impulsive buying behavior [9].
5. Social shopping refers to motivations based on the need for social interactions and can trigger impulsive buying, according to several authors [18][19].
6. Role shopping is motivated by the mere enjoyment of shopping for others.

4. Fashion Consumption and Sustainability

As behavioral economists point out, the act of shopping for fashion provides consumers with satisfaction and personal fulfilment [31]; the latter is strongly rooted in hedonic motivations such as the search for emotional satisfaction, aesthetic criteria, amusement, symbolic meaning, sensory stimulation, socialization, or expression of social status [26].
Therefore, shopping for fashion, or fast fashion in particular, is related to hedonic motivations and to the hedonic value and pleasure experienced when shopping [32]. Clothing, footwear, and jewelry are products with high symbolic value, as they express and define shoppers’ identity, personality, appearance, and mood [33].
Four aspects of sustainability relate to fashion industry: (i) sustainable production, (ii) green marketing, (iii) green information sharing, and (iv) green attitude and education. The interest focus on the last one, inherent to customer behavior [34][35][36][37][38].
Sustainability within the fast fashion sector was a challenge even before the COVID-19 pandemic [39]. The idea of fast fashion and sustainability is quite paradoxical as the fast fashion accelerated business model relies on a globalized supply chain, low prices and speed in production and distribution, features that do not apply to sustainable practices and are contrary to the fast fashion business model itself. Consequently, fast fashion brands replenish stocks and introduce new trendy items on a weekly basis, making fashion consumers keep coming back [40]. Some researchers point out that consumers feel concerned about sustainability and do believe that their behavior has a positive impact, but this knowledge does not influence their buying decision [41]. This so called “intention-behavior gap” is particularly conspicuous in fast fashion and within consumer attitudes to sustainability.

5. Fast Fashion and Impulsive Buying Behavior

The fast fashion business model provides luxury fashion imitations at a low price and with a short shelf life [42][43]. The sense of urgency when purchasing fast fashion relies on recurrent consumption and impulse buying. As a consequence, fast fashion consumption enhances the consumer behavioral pattern of buying more but using items less frequently, which leads to question its social and environmental impacts [44]. Moreover, the behavioral pattern of fast fashion consumers has a detrimental impact on the environment, where the waste of outdated or unwanted outfits accounts for some 17 million tons, according to the figures from the Environmental Protection Agency. Therefore, fast fashion is one of the most polluting industries as it requires an important quantity of raw materials, generates water pollution and accounts for 10% of global CO2 emissions through both its “just-in-time” production model and its supply chain [45].
The Spanish brand Zara is recognized as the fast fashion company par excellence, followed by two other brands, the Swedish brand H&M and the Dutch brand C&A [46][47][48]. Retailers such as Zara and H&M can offer up to 24 collections per year, encouraging so called “throwaway fashion” and over-consumption [49].
Fast fashion products, due to their high degree of symbolism, are considered as hedonic and can trigger impulsive buying behavior, as pointed out by several authors [32][50].
Internal variables involved in the impulsive buying of fast fashion include emotions produced by the mere act of shopping for fashion [32], emotional gratification [51], generation of positive mood states [23], and fashion involvement [52]. Therefore, interest in fashion trends is directly related to fast fashion impulsive buying behavior [53].

6. Mediating Role of Credit Card Use in Impulsive Buying

Credit card availability and use are positively related to consumer spending and stimulate impulsive buying behavior [54][55][56]. Several investigations point out that credit card use accelerates the decision-making process and increases consumer satisfaction [57] in fast fashion impulsive buying [21][22]. Therefore, credit card use in fast fashion is a trigger for impulse buying behavior and has a detrimental impact on sustainability and on responsible consumption.

References

  1. Bleyen, V.-A.; Van Hove, L.; Hartmann, M. Classifying Payment Instruments: A Matryoshka Approach. Commun. Strateg. 2010, 1, 73–94.
  2. Świecka, B.; Terefenko, P.; Paprotny, D. Transaction factors’ influence on the choice of payment by Polish consumers. J. Retail. Consum. Serv. 2021, 58, 102264.
  3. Polasik, M.; Górka, J.; Wilczewski, G.; Kunkowski, J.; Przenajkowska, K.; Tetkowska, N. Time Efficiency of Point-of-Sale Payment Methods: Empirical Results for Cash, Cards and Mobile Payments. In Proceedings of the 14th International Conference on Enterprise Information Systems (ICEIS), Wroclaw, Poland, 28 June–1 July 2012; Cordeiro, J., Maciaszek, L.A., Filipe, J., Eds.; Springer: Berlin/Heidelberg, Germany, 2013; Volume 141, pp. 306–320.
  4. Koulayev, S.; Rysman, M.; Schuh, S.; Stavins, J. Explaining adoption and use of payment instruments by US consumers. RAND J. Econ. 2016, 47, 293–325.
  5. European Central Bank. Study on the Payment Attitudes of Consumers in the Euro Area (SPACE); European Central Bank: Frankfurt am Main, Germany, 2020.
  6. Kotkowski, R.; Polasik, M. COVID-19 pandemic increases the divide between cash and cashless payment users in Europe. Econ. Lett. 2021, 209, 110139.
  7. Mastercard Según el Último Barómetro de Mastercard, el 67% de las Compras se han Realizado con Tarjeta en los Últimos Meses. 2020. Available online: https://www.mastercard.com/news/europe/es-es/noticias/notas-de-prensa/es-es/2020/julio/segun-el-ultimo-barometro-de-mastercard-el-67-de-las-compras-se-han-realizado/ (accessed on 22 February 2022).
  8. Badgaiyan, A.J.; Verma, A.; Dixit, S. Impulsive buying tendency: Measuring important relationships with a new perspective and an indigenous scale. IIMB Manag. Rev. 2016, 28, 186–199.
  9. Dawson, S.; Kim, M. External and internal trigger cues of impulse buying online. Direct Mark. An Int. J. 2009, 3, 20–34.
  10. Brici, N.; Hodkinson, C.; Sullivan-Mort, G. Conceptual differences between adolescent and adult impulse buyers. Young Consum. 2013, 14, 258–279.
  11. Nguyen, T.T.M.; Nguyen, T.D.; Barrett, N.J. Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets: Evidence from Vietnam. Asia Pac. J. Mark. Logist. 2007, 19, 227–239.
  12. Jin, B.; Kim, J.O. A typology of Korean discount shoppers: Shopping motives, store attributes, and outcomes. Int. J. Serv. Ind. Manag. 2003, 14, 396–419.
  13. Akram, U.; Hui, P.; Khan, M.; Yan, C.; Akram, Z. Factors Affecting Online Impulse Buying: Evidence from Chinese Social Commerce Environment. Sustainability 2018, 10, 352.
  14. Chauhan, S.; Banerjee, R.; Dagar, V. Analysis of Impulse Buying Behaviour of Consumer During COVID-19: An Empirical Study. Millenn. Asia 2021, 09763996211041215.
  15. Mamuaya, N.C.I.; Pandowo, A. The effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and its implication on supermarket consumer impulsive buying in Manado city. J. Bus. Retail. Manag. Res. 2018, 13.
  16. Evangelin, M.R.; Sulthana, A.N.; Vasantha, S. The Effect of Hedonic Motivation towards Online Impulsive Buying with the Moderating Effect of Age. Qual. Access Success 2021, 22, 247–253.
  17. Sharma, P.; Sivakumaran, B.; Marshall, R. Looking beyond impulse buying: A cross-cultural and multi-domain investigation of consumer impulsiveness. Eur. J. Mark. 2014, 48, 1159–1179.
  18. Luo, X. How does shopping with others influence impulsive purchasing? J. Consum. Psychol. 2005, 15, 288–294.
  19. Xi, H.; Hong, Z.; Jianshan, S.; Li, X.; Jiuchang, W.; Davison, R. Impulsive Purchase Behaviour in Social Commerce: The Role of Social Influence. In Proceedings of the Pacific Asia Conference on Information Systems, Chiayi, Taiwan, 27 June–1 July 2016; Association for Information Systems: Atlanta, GA, USA, 2016.
  20. Ong, A.K.S.; Cleofas, M.A.; Prasetyo, Y.T.; Chuenyindee, T.; Young, M.N.; Diaz, J.F.T.; Nadlifatin, R.; Redi, A.A.N.P. Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic. J. Open Innov. Technol. Mark. Complex. 2021, 7, 211.
  21. Park, H.J.; Burns, L.D. Fashion orientation, credit card use, and compulsive buying. J. Consum. Mark. 2005, 22, 135–141.
  22. Fogel, J.; Schneider, M. Credit card use: Disposable income and employment status. Young Consum. 2011, 12, 5–14.
  23. Kang, J.; Park-Poaps, H. Hedonic and utilitarian shopping motivations of fashion leadership. J. Fash. Mark. Manag. 2010, 14, 312–328.
  24. Arnold, M.J.; Reynolds, K.E. Hedonic shopping motivations. J. Retail 2003, 79, 77–95.
  25. Bhattarai, G.; Subedi, B. Impact of COVID-19 on FDIs, Remittances and Foreign Aids: A Case Study of Nepal. Millenn. Asia 2021, 12, 145–161.
  26. Verhagen, T.; Dolen, W. Van The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Inf. Manag. 2011, 48, 320–327.
  27. Iyer, G.R.; Blut, M.; Xiao, S.H.; Grewal, D. Impulse buying: A meta-analytic review. J. Acad. Mark. Sci. 2020, 48, 384–404.
  28. Wang, X.; Ali, F.; Tauni, M.Z.; Zhang, Q.; Ahsan, T. Effects of hedonic shopping motivations and gender differences on compulsive online buyers. J. Mark. Theory Pract. 2021, 30, 120–135.
  29. Gültekin, B.; Özer, L. The Influence of Hedonic Motives and Browsing on Impulse Buying. J. Econ. Behav. Stud. 2012, 4, 180–189.
  30. Kalla, S.M.; Arora, A.P. Impulse buying: A literature review. Glob. Bus. Rev. 2011, 12, 145–157.
  31. Lamb, C.W.; Hair, J.F.; Mcdaniel, C. Marketing, 11th ed.; Cengage Learning: Mason, OH, USA, 2011.
  32. Park, E.J.; Forney, J.C. Assessing and predicting apparel impulse buying. J. Glob. Fash. Mark. 2011, 2, 28–35.
  33. Yu, C.; Bastin, M. Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace. J. Brand Manag. 2010, 18, 105–114.
  34. Yang, C.L.; Lin, S.P.; Chan, Y.-H.; Sheu, C. Mediated effect of environmental management on manufacturing competitiveness: An empirical study. Int. J. Prod. Econ. 2010, 123, 210–220.
  35. Fraj, E.; Martinez, E. Environmental values and lifestyles as determining factors of ecological consumer behaviour: An empirical analysis. J. Consum. Mark. 2006, 23, 133–144.
  36. Chan, T.Y.; Wong, C.W.Y. The consumption side of sustainable fashion supply chain: Understanding fashion consumer eco-fashion consumption decision. J. Fash. Mark. Manag. 2012, 16, 193–215.
  37. Chiang, K.P.; Dholakia, R.R. Factors Driving Consumer Intention to Shop Online: An Empirical Investigation. J. Consum. Psychol. 2003, 13, 177–183.
  38. Niinimäki, K. Eco-Clothing, Consumer Identity and Ideology Kirsi. Sustain. Dev. 2010, 18, 150–162.
  39. Del Prete, M. Mindful Sustainable Consumption and Sustainability Chatbots in Fast Fashion Retailing During and after the COVID-19 Pandemic. J. Manag. Sustain. 2022, 12.
  40. Joy, A.; Sherry, J.F.; Venkatesh, A.; Wang, J.; Chan, R. Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands. Fash. Theory 2012, 16, 273–295.
  41. Soyer, M.; Dittrich, K. Sustainable Consumer Behavior in Purchasing, Using and Disposing of Clothes. Sustainability 2021, 13, 8333.
  42. Cachon, G.P.; Swinney, R. The value of fast fashion: Quick response, enhanced design, and strategic consumer behavior. Manag. Sci. 2011, 57, 778–795.
  43. Caro, F.; Martínez-de-Albéniz, V. Fast Fashion: Business Model Overview and Research Opportunities. In Retail Supply Chain Management; Agrawal, N., Smith, S.A., Eds.; Springer: Boston, MA, USA, 2015; pp. 237–264.
  44. Niinimäki, K.; Peters, G.; Dahlbo, H.; Perry, P.; Rissanen, T.; Gwilt, A. The environmental price of fast fashion. Nat. Rev. Earth Environ. 2020, 1, 189–200.
  45. Brewer, M.K. Slow Fashion in a Fast Fashion World: Promoting Sustainability and Responsibility. Laws 2019, 8, 24.
  46. Ghemawat, P.; Nueno, J.L. ZARA: Fast Fashion; Harvard Business School: Boston, MA, USA, 2006; Volume 703497.
  47. Tokatli, N.; Kizilgün, Ö. From manufacturing garments for ready-to-wear to designing collections for fast fashion: Evidence from Turkey. Environ. Plan A Econ. Space 2009, 41, 146–162.
  48. Shen, B. Sustainable Fashion Supply Chain: Lessons from H&M. Sustainability 2014, 6, 6236–6249.
  49. Zhang, B.; Zhang, Y.; Zhou, P. Consumer Attitude towards Sustainability of Fast Fashion Products in the UK. Sustainability 2021, 13, 1646.
  50. Müller, A.; Mitchell, J.E.; De Zwaan, M. Compulsive buying. Am. J. Addict. 2015, 24, 132–137.
  51. Lee, M.; Kim, Y.; Lee, H. Adventure versus gratification: Emotional shopping in online auctions. Eur. J. Mark. 2013, 47, 49–70.
  52. Saran, R.; Roy, S.; Sethuraman, R. Personality and fashion consumption: A conceptual framework in the Indian context. J. Fash. Mark. Manag. 2016, 20, 157–176.
  53. Eriksson, N.; Rosenbröijer, C.J.; Fagerstrøm, A. The relationship between young consumers’ decision-making styles and propensity to shop clothing online with a smartphone. Proced. Comput. Sci. 2017, 121, 519–524.
  54. Thomas, M.; Desai, K.K.; Seenivasan, S. How credit card payments increase unhealthy food purchases: Visceral regulation of vices. J. Consum. Res. 2011, 38, 126–139.
  55. Pradhan, D.; Israel, D.; Jena, A.K. Materialism and compulsive buying behaviour: The role of consumer credit card use and impulse buying. Asia Pac. J. Mark. Logist. 2018, 30, 1239–1258.
  56. Banker, S.; Dunfield, D.; Huang, A.; Prelec, D. Neural mechanisms of credit card spending. Sci. Rep. 2021, 11, 4070.
  57. Pirog, S.F.; Roberts, J.A. Personality and Credit Card Misuse among College Students: The Mediating Role of. J. Mark. Theory Pract. 2007, 15, 66–77.
More
© Text is available under the terms and conditions of the Creative Commons Attribution (CC BY) license; additional terms may apply. By using this site, you agree to the Terms and Conditions and Privacy Policy.
Upload a video for this entry
Information
Subjects: Behavioral Sciences; Business, Finance; Environmental Sciences
Contributors MDPI registered users' name will be linked to their SciProfiles pages. To register with us, please refer to https://encyclopedia.pub/register :
Barbara Gawior Kaczmarek
,
Barbara Gawior
,
View Times: 4.9K
Entry Collection: COVID-19
Revisions: 3 times (View History)
Update Date: 22 Apr 2022
Table of Contents
    1000/1000
    Hot Most Recent
    ScholarVision Creations
    Feedback