This study is grounded in five interrelated theoretical foundations: PS Theory, Self-Congruity Theory, PQ Theory, the TPB, and the Expectation-Confirmation-Loyalty (ECL) Model. Each theory, developed from distinct disciplinary roots—ranging from consumer psychology and marketing to behavioral economics—collectively forms a robust conceptual framework for understanding not only the formation of fast fashion consumption intentions, but also the resulting post-purchase behaviors. This study integrates these theories to examine the consumer decision-making process across both pre-intention and post-intention phases.

The PS theory, initially advanced by Worchel, Lee, and Adewole (1975), argues that when products are perceived to be in limited supply, their desirability increases due to a psychological scarcity effect. This phenomenon has been widely validated across various consumer contexts, from luxury retail to online flash sales. Scarcity can take many forms—such as limited-time availability, exclusive collaborations, or artificial supply constraints—and often evokes emotions such as urgency, anxiety, and Fear of Missing Out (FOMO). In our model, PS functions as a core antecedent variable influencing consumers’ attitudes toward fast fashion brands, their perception of social expectations (SN), and their sense of behavioral control. These, in turn, determine their intention to engage in fast fashion consumption.

Self-Congruity Theory, introduced by Sirgy (1986), is rooted in Rogerian psychology and symbolic interactionism. It emphasizes that consumers prefer brands and products that reflect or reinforce their self-image, including actual, ideal, and social identities. In this framework, brand congruity (CFFB) is a psychological alignment between the consumer’s self-concept and the symbolic meaning of the brand. This alignment deepens emotional involvement and fosters stronger brand attitudes and purchase intentions. Particularly in high-symbolism product categories like fashion, symbolic congruity plays a pivotal role. In this study, CFFB is positioned as a critical antecedent influencing all three TPB constructs and indirectly shaping consumption intention.

The PQ theory, articulated by Zeithaml (1988) and extended by Dodds et al. (1991), frames quality as a subjective perception shaped by product expectations, brand cues, and actual experience. Unlike objective quality metrics, PQ reflects how consumers interpret quality signals—especially in environments like fast fashion where purchases are often impulse-driven and heavily influenced by aesthetics, branding, and digital presentation. In our research model, PQ informs attitudes, SN, and PBC, thereby playing a central role in how consumers form purchase intentions. Digital platforms, influencer marketing, and social proof amplify the influence of PQ, especially among younger, digitally native consumer segments.

The TPB, introduced by Ajzen (1991), continues to be a framework that is very frequently used to explain and forecast how people make decision in a variety of fields. The TPB suggests that behavioral intention is determined by three key factors: a person’s attitude toward the behavior (attitude), the subjective norms they perceive, and their sense of perceived behavioral control. This theory serves as the central mediating framework in our model, linking the psychological and contextual antecedents (PS, CFFB, PQ) to intention (IFFC). In this study, inclusion of TPB allows for a structured understanding of how both rational evaluations and affective responses influence behavioral intentions in fast fashion consumption.

The ECL Model extends the analysis beyond intention to behavioral outcomes. Initially proposed by Oliver (1980) and later refined by Bhattacherjee (2001), the model explains how post-purchase satisfaction and brand loyalty emerge when consumers’ expectations are met or exceeded by actual experience. Our study uses the ECL model to examine how behavioral intention (IFFC) influences downstream loyalty (BL) and WoM. The integration of this model emphasizes that building long-term consumer relationships in fast fashion requires more than stimulating desire—it necessitates consistent delivery on perceived promises.

In conclusion, each of the five theories contributes a distinct lens: PS, SC, and PQ address different aspects of consumer psychology; TPB provides the behavioral intention mechanism; and the ECL model explains loyalty formation. This multi-theoretical integration offers a comprehensive and layered understanding of fast fashion consumption behavior, combining cognitive, emotional, and contextual dimensions in a single empirical framework (see Figure 1).

2.2.1 The influence of perceived scarcity on attitude, subjective norm, perceived behavioral control, and intention to purchase fast fashion

PS refers to consumers’ subjective sense that a product is limited in quantity, availability, or subject to purchase constraints ( Chen & Yao, 2018). Brands often deploy scarcity-based marketing tactics—such as limiting the availability or duration of product access—to create a sense of urgency and exclusivity ( Cremer & Loebbecke, 2021; Gupta & Gentry, 2016). These tactics appeal to consumers’ psychological need for ownership, status, and FOMO, all of which have been linked to enhanced consumer engagement and decision-making speed. Attitude ( Ajzen & Fishbein, 2000), a key variable in the TPB, is shaped by both emotional and cognitive factors. When consumers perceive a product as scarce, it often signals desirability and value, leading to more favorable attitudes toward the brand.

Table 1 presents empirical evidence supporting the relationship between PS and consumer attitudes toward fast fashion brands. Across studies conducted in Taiwan, the U.S., China, Turkey, and Indonesia, positive correlations ( r ranging from 0.232 to 0.49) were observed between perceived scarcity and favorable brand attitudes. These findings suggest a robust cross-cultural effect. The psychological mechanism behind this relationship can be explained through the Stimulus-Organism-Response (S-O-R) model and TPB, where PS (stimulus) influences internal evaluations (attitude) and results in behavioral intentions. Hence, the following hypothesis is proposed: H1:

PS of products positively influences consumers’ attitudes toward fast fashion brands.

PS may also affect consumers’ SN, a core component of the TPB that captures an individual’s perception of social expectations to either engage in or abstain from a certain action ( Ajzen, 1991). A consumer who perceives a product to be scarce may experience increased pressure from significant others (family, friends, and influencers) who also value the scarce product. This occurrence can be understood by applying Social Influence Theory ( Cialdini & Goldstein, 2004), which posits that individuals have a greater tendency to adopt the group’s behavior when they perceive group consensus or peer endorsement. Table 2 supports this notion, indicating that PS and SN are moderately and positively correlated when considering the consumption of fast fashion. Based on this evidence, the following hypothesis is proposed: H2:

PS of products positively influences consumers’ subjective norms toward fast fashion brands.

The third dimension of TPB, PBC, relates to a person’s judgment on the level of control they have over performing a certain behavior. Interestingly, Meuthia et al. (2023) found an inverse link between PS and PBC; this finding suggests that scarcity may create psychological barriers and feelings of helplessness when consumers believe they lack the ability to access scarce products. This aligns with the principles of the Cognitive Appraisal Theory, where individuals evaluate stressful stimuli based on perceived controllability. As shown in Table 3, if consumers feel that products are overly difficult to obtain, their PBC—and consequently, their purchase intention—may decrease. Accordingly, we propose: H3:

PS of products negatively influences consumers’ perceived behavioral control toward fast fashion brands.

PS has been widely studied as a psychological trigger that influences consumer behavior, particularly in contexts involving limited availability or exclusivity. As shown in Table 4, Chang, Lai, and Yen (2024) found that PS can increase consumers’ willingness to buy by fostering feelings of uniqueness and time-sensitivity for products with restricted availability, which encourages customers to expedite their purchase due to the fear of the item becoming unavailable. Similarly, Cengiz and Şenel (2024) argued that PS increases consumers’ FOMO and impulse-buying tendencies. However, they also emphasized that the effectiveness of scarcity appeals can be highly context-dependent, varying with product category and cultural background. Despite these findings, the connection between PS and the desire to purchase is inconsistent throughout the existing literature. Broeder and Wentink (2022) reported that PS did not significantly induce purchase intentions in their sample, suggesting that the effect may be contingent on additional factors such as consumer characteristics or market conditions. Furthermore, Meuthia et al. (2023) found that PS did not directly or significantly influence panic-driven purchasing habits, which may parallel the dynamics of intention formation in fast fashion consumption. Given these mixed empirical results, the present meta-analysis posits that an overall positive relationship exists between PS and the intent of consumers to engage in greater fast fashion consumption. Accordingly, we propose the following hypothesis: H4:

PS is positively associated with consumers’ intention to increase fast fashion consumption.

2.2.2 The effect of congruity on attitude toward fast fashion brands, subjective norm, and perceived behavioral control

Within branding research, Self-Congruity Theory ( Sirgy, 1982) suggests that individuals tend to prefer brands that reflect or correspond to their self-identity. This alignment—often referred to as brand-self congruity or simply congruity—enhances emotional connection, brand preference, and favorable evaluations. In the fast fashion context, this theory is especially relevant, as consumers are not merely purchasing clothing for functional purposes but are also seeking to express identity, lifestyle, and social affiliation.

Empirical evidence has consistently shown that when a consumer perceives a fast fashion brand to be congruent with their self-image, their attitude toward that brand becomes more favorable. As shown in Table 5, multiple studies across various countries—ranging from the United States to Indonesia, China, and Vietnam—report significant positive correlations between brand congruity and consumer attitudes toward fast fashion brands. For example, Fu et al. (2017) report a strong correlation (r = 0.81) in the U.S., while Setyaningsih & Asnawi (2022) find a similarly high correlation (r = 0.532) in Indonesia.

The theoretical underpinning for this relationship is that congruity enhances cognitive consistency, leading to positive affect and reinforcement of self-identity ( Sirgy et al., 2000). Consumers perceive congruent brands as extensions of themselves, which fosters brand loyalty and deepens affective evaluations. Thus, brand managers in the fast fashion industry often focus on tailoring their brand identity to reflect aspirational or socially desirable traits of their target audiences. H5:

Congruity between consumer self-image and fast fashion brand identity positively influences consumer attitudes toward the brand.

Building upon self-congruity theory ( Sirgy, 1982), researchers have explored how congruity between consumer self-image and brand identity extends beyond individual attitudes to influence social perceptions and expectations. As a concept within the TPB ( Ajzen, 1991), subjective norm is defined as the social pressure an individual feels from influential people to either engage in or refrain from a specific behavior. In the context of fast fashion, if a consumer perceives a brand to align closely with their identity and values, this congruity may enhance their sensitivity to others’ opinions about the brand and increase their conformity to perceived social expectations.

The empirical evidence summarized in Table 6 shows a significant and consistent link between the alignment of a brand with a brand congruity and SN. The findings show that when consumers feel a fashion brand is aligned with their sense of self-image, they have a greater tendency to expect that significant others, like friends and influencers, would endorse their choice of the brand. This alignment fosters a normative belief that strengthens behavioral intentions to engage in consumption aligned with group expectations.

Additionally, this relationship is framed by social identity theory ( Tajfel & Turner, 1981), which states that people’s identity is partly a result of their connection to social groups. As such, fast fashion brands that reflect collective or group-based identities (e.g., youth culture, sustainability-conscious groups) may reinforce both individual and normative motivations to engage with the brand. H6:

Congruity between consumer self-image and fast fashion brand identity positively influences subjective norms toward the brand.

According to Ajzen’s (1991) TPB, PBC is the degree to which an individual feels that performing a certain action would be either easy or difficult. It shares conceptual overlap with Bandura’s notion of self-efficacy and reflects one’s belief in their capacity to act despite potential barriers or facilitators. Recent research has increasingly integrated self-congruity theory ( Sirgy, 1982) into the TPB framework, emphasizing that when a brand’s image aligns with a consumer’s self-concept, it can impact not only their attitudes and subjective norms but also their sense of control.

Empirical findings, as summarized in Table 7, provide strong support for this proposition. Studies across diverse contexts—including Vietnam ( Chau & Thanh, 2022), the U.S. ( Shin et al., 2016), and Thailand ( Han & Chen, 2024)—have reported positive and significant correlations between brand congruity and PBC. These results suggest that when fast fashion brands resonate with a consumer’s self-identity, they foster a sense of agency, making the act of purchasing feel more feasible, appropriate, and achievable.

This theoretical integration is especially relevant in fast fashion, where brand symbolism plays a critical role. Products are not merely functional; they serve as social markers of identity and status. Thus, when a consumer sees a brand as an extension of themselves, the psychological barriers to purchase are lowered. The increased confidence and fluency in decision-making fostered by congruity reinforce one’s perception of behavioral control, enhancing overall purchase intention and consumer empowerment. H7:

Congruity between consumer self-image and fast fashion brand identity positively influences perceived behavioral control.

2.2.3 Perceived quality positively influences consumers’ attitude toward fast fashion brands, subjective norm, perceived behavioral control, and intention to purchase fast fashion

Perceived Quality is a central concept in consumer behavior research. According to Zeithaml (1988), it reflects a consumer’s assessment of a product’s overall excellence. These perceptions are critical in attitude-behavior and expectancy-value frameworks, as they affect both emotional responses and evaluations of the brand, ultimately influencing consumer attitudes. Attitude, in turn, is conceptualized as a consumer’s overall evaluative disposition—favorable or unfavorable—toward engaging with a particular brand or product category ( Ajzen, 1991). When consumers perceive a brand’s offerings as being of high quality—whether in terms of aesthetics, material durability, functionality, or value— it becomes more probable that they will have a positive view of the brand.

Empirical studies as shown in Table 8 have consistently demonstrated that PQ positively influences brand attitude. Gelaidan et al. (2023) demonstrated that perceived service quality plays a significant role in shaping consumer attitudes toward sustainable metro services in the transportation sector. Likewise, in the context of organic foods, factors such as taste and safety have been found to enhance consumer assessments and intentions to buy ( Teixeira et al., 2021). Within the beauty and personal care industry, Echchad and Ghaith (2022) found that product quality and environmental values jointly contributed to a favorable attitude toward green cosmetics. In service-oriented contexts, Foroudi et al. (2021) highlighted the effect of high-quality perception on consumers’ attitude toward restaurant brands, and similar effects were documented in ESG-related brand perception studies ( Koh et al., 2022). Notably, Wang et al. (2020) identified that PQ was a key determinant of Chinese consumers’ attitudes toward certified pork, suggesting that this construct may hold cross-industry and cross-cultural relevance.

In the fast fashion context, although relatively underexplored, the positive link between PQ and consumer attitude is theoretically transferable. Fast fashion brands typically compete by offering trend-responsive, affordable clothing at scale. If consumers perceive these products as being well-designed, comfortable, or offering good value for money, such perceptions are likely to translate into favorable brand evaluations. As evidenced by studies from Koh et al. (2022), Hou et al. (2021), and Teixeira et al. (2021), fast fashion consumers in various markets tend to report positive attitudes when they associate the brand with reliability, style, and price-quality alignment.

Therefore, grounded in both theoretical expectations and cross-sector empirical findings, this study proposes the following hypothesis: H8:

PQ positively influences consumers’ attitude toward fast fashion brands and perceived behavioral control toward fast fashion brands.

While the role of PQ in shaping attitudes and purchase intentions is well-documented, its impact on subjective norm—a key construct in the TPB—has received limited attention, particularly in fast fashion. Subjective norm captures the perceived expectations of important others, including friends, family, or peers, about engaging in specific behaviors ( Ajzen, 1991). Emerging studies suggest that perceptions of brand quality can influence consumers’ own evaluations as well as their beliefs regarding what behaviors are socially endorsed among peers.

Empirical studies as shown in Table 9 provide emerging support for this association. For instance, Nurhidayat et al. (2023) showed a strong correlation between PQ and subjective norms in the Indonesian fashion context (r = 0.645), which suggests that when consumers view a fashion brand as high-quality, it becomes more probable that they will feel others approve of using the brand as well. Similarly, research in China and Hong Kong ( Hou et al., 2021; Wang et al., 2020) confirmed that PQ exerts a substantial effect on subjective norm, indicating a shared valuation process where quality signals influence collective norms of acceptability and desirability.

The mechanism underlying this relationship may stem from social validation: consumers tend to internalize quality cues not only as personal assessments but also as indicators of how others might evaluate the brand. In fast fashion, where peer identity and trend alignment are salient, a high PQ can serve as a normative anchor that guides social behavior. That is, consumers may perceive that others expect them to use or recommend brands that are perceived as reliable, stylish, or environmentally responsible—attributes commonly associated with quality.

Furthermore, the symbolic value attached to quality in fashion contexts—especially in cultures with strong collectivist orientations—amplifies the likelihood that quality perceptions translate into social conformity pressures. Accordingly, it is proposed that when consumers view a fast fashion brand as high-quality, they are more inclined to think that important referents would approve of their purchasing decisions.

Based on this reasoning, the following hypothesis is proposed: H9:

PQ positively influences consumers’ subjective norm toward fast fashion brands.

PBC, a central construct in the TPB, reflects an individual’s perception of the ease or difficulty of performing a given behavior, often influenced by both internal factors (e.g., skills, knowledge) and external resources (e.g., time, money, support) ( Ajzen, 1991). While PBC is traditionally conceptualized as distinct from attitudinal or normative beliefs, emerging research has suggested that external cues—such as perceived product quality—may indirectly shape individuals’ sense of behavioral control, especially in consumption contexts where quality is linked to trust, predictability, and satisfaction.

Although the relationship between PQ and PBC has not been widely examined in fast fashion specifically, studies as shown in Table 10 offer theoretical support for a positive link. Wang et al. (2020) found that in the context of certified pork consumption in China, perceived product quality significantly enhanced subjective norm and interacted positively with PBC, indicating that higher quality perception may enhance consumers’ confidence in engaging in the intended behavior. Similarly, Hou et al. (2021) demonstrated that perceived train service quality significantly strengthened PBC in a high-speed rail setting, as better service experiences led passengers to feel more capable of using the service reliably and regularly.

Further evidence from Gelaidan et al. (2023), Abu-Taieh et al. (2022), and Yu et al. (2024) shows mixed but generally positive correlations between PQ and PBC in the context of fashion and services. These findings support the idea that when consumers believe a product or service is of high quality, they are more likely to feel in control of their decision to use or purchase it—due to expectations of reliability, ease of use, and lower risk of dissatisfaction.

Applying these insights to the fast fashion domain, we can infer that consumers who perceive fast fashion brands as high-quality may also feel more confident in their ability to make satisfying and socially supported purchase decisions. High PQ may reduce perceived risks, increase perceived access, and foster a sense of empowerment in the purchase process—thereby strengthening perceived behavioral control.

Therefore, the following hypothesis is proposed: H10:

PQ positively influences consumers’ perceived behavioral control toward fast fashion brands.

For a long time, PQ has been considered a fundamental influence on consumer choices, playing a significant role in forming behavioral intentions in various consumption contexts. In the framework of the TPB, PQ is often incorporated as an external belief-based factor that indirectly or directly influences key outcome variables, such as purchase intention or behavioral control. Although the influence of perceived quality (PQ) on fast fashion consumption intention has received limited scholarly attention, emerging empirical findings indicate a strong positive association between the two variables (see Table 11).

As an example, Wang et al. (2020) showed that Chinese consumers who perceived higher product quality in certified pork exhibited stronger intentions to purchase, mediated by enhanced confidence and PBC. Similarly, in the high-speed rail context, Hou et al. (2021) found that a high standard of service quality significantly influenced both a person’s sense of behavioral control and their intentions. In the public transportation domain, Gelaidan et al. (2023) confirmed that service quality enhances users’ perceived ability and motivation to engage in the intended behavior. Although these studies are drawn from non-fashion contexts, they consistently support the view that high PQ contributes to increased confidence, perceived control, and ultimately stronger behavioral intentions.

Drawing from these findings, recent research in the fast fashion industry has increasingly confirmed a direct effect of Perceived Quality (PQ) on consumers’ purchase intentions. Studies from diverse countries—including Indonesia ( Aquinia et al., 2021; Hardiyanto et al., 2020), Malaysia ( Akem & Cheumar, 2024), China ( Hou et al., 2021), and the UK ( Filieri & Lin, 2017)—report moderate to strong positive correlations (ranging from r = 0.164 to r = 0.731) between consumers’ perception of product quality and their intention to increase consumption. These results suggest that consumers who perceive fast fashion products as stylish, well-made, and reasonably priced are more likely to express intentions to purchase more frequently or in larger quantities.

In fast fashion, where purchase decisions are often spontaneous and influenced by aesthetic appeal, PQ may serve not only as a signal of product value but also as a justification for repeat or increased purchases. Higher quality perception reduces cognitive dissonance, elevates satisfaction, and enhances consumers’ willingness to re-engage with the brand. Thus, when consumers believe that fast fashion products meet their expectations in terms of design, durability, and affordability, their intention to increase consumption is likely to be strengthened.

Based on these insights, the following hypothesis is proposed: H11:

PQ positively influences consumers’ intention to increase fast fashion consumption.

2.2.4 The effect of subjective norms and perceived behavioral control on intentions to increase fast fashion consumption

In the TPB model, PBC is a critical determinant of behavioral intention. It is defined as an individual’s sense of their capacity to perform a specific behavior, influenced by both internal elements (e.g., confidence, skills) and external factors (e.g., time, money, social support) as described by Ajzen (1991). In consumer research, PBC has been consistently linked to purchase intentions, particularly in contexts where decision-making involves autonomy, convenience, or perceived accessibility.

In the fast fashion sector, where product availability is high and purchasing decisions are often impulsive yet frequent, PBC plays a particularly salient role. When consumers feel they have sufficient control—such as financial affordability, access to retail channels, and confidence in personal style or product selection—they are more likely to act on their consumption impulses. Prior empirical studies have confirmed this relationship in adjacent domains. As shown in Table 12, Gelaidan et al. (2023) and Hou et al. (2021) reported that higher PBC significantly enhanced behavioral intentions in public transportation and service settings. Similarly, Wang et al. (2020) found that Chinese consumers’ PBC was positively correlated with their intention to purchase certified pork, especially when quality and availability were perceived as favorable.

Translating this to fast fashion, consumers who believe they can easily afford, access, and choose fashion products that match their preferences are more inclined to increase consumption frequency or quantity. PBC may be shaped by factors such as the affordability of fast fashion items, the ubiquity of both physical and online retail platforms, and consumers’ confidence in assembling fashionable outfits. This sense of control reduces psychological barriers and heightens the likelihood of engaging in repeat consumption behavior. Thus, consistent with TPB and empirical evidence across multiple consumption contexts, this study proposes the following hypothesis: H12:

Perceived behavioral control positively influences consumers’ intention to increase fast fashion consumption.

In the original TPB, PBC is considered to directly influence behavioral intention, alongside the effects of attitude and subjective norms. However, recent extensions of TPB and related consumer behavior models suggest that PBC may also indirectly shape other cognitive-affective antecedents, particularly consumer attitude. Attitude is a consumer’s total evaluation, either positive or negative, regarding their participation in a certain behavior or their support for a brand ( Ajzen, 1991). When consumers feel they have control over their actions, including the ease, competence, and resources needed to make decisions, this increases the likelihood of generating positive judgments toward the brand or behavior.

Empirical studies as shown in Table 13 support this expanded conceptual pathway. For example, in the context of green consumption, consumers who perceive fewer barriers to purchasing eco-friendly products tend to develop more favorable attitudes toward those products ( Yadav & Pathak, 2017). In online shopping environments, users with greater perceived control over navigation, purchase steps, or platform familiarity report more positive evaluations of the shopping experience ( Pappas, 2016). These findings indicate that a sense of behavioral control can reduce anxiety, increase self-efficacy, and enhance trust—factors that are foundational to favorable attitude formation.

Applied to fast fashion, this relationship is particularly relevant. When consumers believe they have the autonomy to choose affordable, trendy items and can easily access and evaluate product information, their perceived control reinforces confidence and satisfaction. This positive user experience, in turn, fosters a favorable affective evaluation of the brand. In contrast, if consumers feel constrained—by price, sizing availability, or ethical concerns—their attitude may be tempered regardless of the product offering.

Therefore, in line with the extended TPB and supporting empirical evidence, we propose the following hypothesis: H13:

Perceived behavioral control positively influences consumers’ attitude toward fast fashion brands.

In the TPB, Ajzen (1991) defines PBC as one’s assessment of their ability to perform a given action, shaped by resources, opportunities, and constraints. While PBC is generally considered a robust predictor of behavioral intention, its influence on fast fashion consumption remains empirically inconsistent across contexts and cultures.

The empirical studies as shown in Table 14 report a significant and positive relationship between PBC and the intention to increase consumption. For example, Cayaban et al. (2023) discovered that Filipino consumers with confidence in their ability to find and afford a wide range of fashion items were more prone to have a stronger intent to consume. The availability of product choices and the convenience of access were highlighted as core dimensions enhancing PBC. Likewise, Liu et al. (2023) and Zhu et al. (2024) in Korea and China, respectively, observed strong correlations (r = 0.58 to 0.787) between PBC and fast fashion consumption intention, indicating that perceived ease in navigating retail environments plays a crucial role in fostering behavioral intention.

Some studies have produced conflicting results. Yusuf (2021) reported that PBC did not significantly influence behavioral intention in online fashion shopping, which he explained by consumers’ sense of limited control in digital purchase settings. Similarly, Nurhidayat et al. (2023) observed weak or insignificant effects of PBC in housing contexts, potentially due to respondents’ limited decision-making experience.

Looking beyond fashion, PBC has been found to influence behavioral intentions in domains such as tourism real estate ( Ma et al., 2023), organic food ( Boobalan & Nachimuthu, 2020), and post-pandemic retail consumption ( Liu et al., 2023). These findings emphasize the contextual sensitivity of PBC, suggesting that its predictive power may depend on product familiarity, cost structure, and perceived risk. For instance, in high-involvement product categories such as real estate or housing, the effect of PBC may be muted by structural barriers like affordability or bureaucratic constraints. In contrast, low-involvement categories like fast fashion may provide more opportunity for PBC to shape consumer intention.

Given this variation, it is premature to generalize PBC’s effectiveness across all consumption settings. Yet, the cumulative evidence indicates that in fast fashion—characterized by low entry barriers, trend responsiveness, and wide accessibility—consumers who feel empowered in their decision-making processes are more inclined to increase their purchase behavior. Accordingly, this study proposes the following hypothesis: H14:

Perceived behavioral control positively influences consumers’ intention to increase fast fashion consumption.

2.2.5 The effect of intentions to increase on brand loyalty toward fast fashion brand

Brand loyalty refers to a consumer’s ongoing preference for and commitment to a particular brand over time. This loyalty is often demonstrated through repeated purchases, emotional attachment, and a readiness to tolerate minor product flaws or price differences in favor of the favored brand. In marketing theory, loyalty is not only a key indicator of long-term brand performance but also a crucial mediator between consumer satisfaction and firm profitability. While existing empirical studies have seldom focused specifically on the fast fashion sector, considerable evidence from related fields suggests that purchase intention plays a pivotal role in cultivating brand loyalty.

Purchase intention, often described as the consumer’s expressed probability or will to buy a product in the next time, is typically regarded as an antecedent of both actual purchasing behavior and attitudinal commitment ( Yasin & Shamim, 2013; Das, 2014). Consumers who report a high intention to increase their consumption of a brand’s offerings typically exhibit underlying positive evaluations of that brand—whether based on PQ, emotional resonance, brand symbolism, or utility value. These evaluations, when reinforced over time, foster the emergence of brand loyalty.

Numerous studies as shown in Table 15 support this causal chain. Das (2014), in the Indian non-food retail context, demonstrated that purchase intention was significantly associated with loyalty, particularly when driven by utilitarian and hedonic value. Similarly, Laksamana (2018) examined Indonesian banking consumers and found that purchase intention strongly predicted brand loyalty, suggesting the robustness of this relationship across diverse service industries. In the green marketing domain, Panda et al. (2020) highlighted that purchase intention driven by environmental concern translated into repeat purchases and brand advocacy. Pangaribuan et al. (2020), examining Indonesia’s Luwak White Coffee, confirmed that repeated behavioral intention was one of the most effective predictors of long-term loyalty.

Although fast fashion is often associated with low involvement and impulsivity, these traits do not necessarily preclude brand loyalty formation. Fast fashion brands like Zara, H&M, or Uniqlo can evoke strong consumer attachment through brand image consistency, product availability, and lifestyle alignment. A consumer who repeatedly intends to shop from the same fast fashion brand—driven by satisfaction, habit, or convenience—may develop both behavioral and attitudinal loyalty over time.

Moreover, the psychological mechanisms linking intention and loyalty are reinforced through positive reinforcement cycles. The more frequently a consumer acts on their purchase intention and experiences satisfaction, the more likely they are to internalize a loyal mindset toward the brand. This loyalty is expressed through increased retention, greater tolerance for product shortcomings, and stronger emotional endorsement.

Drawing upon theoretical principles and research findings from similar domains, this study proposes the following hypothesis: H15:

Intention to increase fast fashion consumption positively influences consumers’ loyalty toward fast fashion brands.

2.2.6 The effect of intention to increase fast fashion consumption on WoM behavior

WoM behavior, both offline and online, is a crucial manifestation of post-consumption engagement that shapes brand perception and market diffusion. In the age of digital consumerism and social sharing, particularly in visually-driven industries like fashion, WoM serves as a vital conduit for brand influence, social validation, and peer persuasion. While few empirical studies currently explore this relationship in the fast fashion context, a substantial body of literature from various industries consistently supports a positive relationship between purchase intention and WoM behavior.

Purchase intention reflects a consumer’s motivational state to engage in buying behavior and is frequently cited as a predictor of not only actual purchase but also related behaviors such as recommending, reviewing, and advocating for a brand ( Yasin & Shamim, 2013; Abu-Taieh et al., 2022). When a consumer develops a strong intention to purchase, this mental commitment often spills over into interpersonal communication, particularly when the brand aligns with their identity or delivers a satisfying experience.

In empirical research as shown in Table 16, Yasin and Shamim (2013) observed that mobile phone users with high purchase intentions were significantly more likely to engage in WoM activities. This behavior was reinforced by emotional involvement and social influence. In a service context, Abu-Taieh et al. (2022) reported similar findings among mobile banking consumers in Jordan, where behavioral intention translated into active advocacy and brand promotion. Most notably, Farzin et al. (2023) showed that in the eco-fashion space, consumers’ purchase intentions had a direct and significant effect on electronic WoM suggesting that intention-driven communication behavior is not confined to functional or utilitarian products but extends to fashion as well.

Fast fashion’s dynamic and trend-sensitive ecosystem further amplifies the potential for intention to drive WoM. Consumers are often highly engaged with their fashion choices and motivated to share outfit inspirations, product hauls, and brand experiences across social media platforms. A strong intention to consume not only increases the likelihood of purchase but also enhances the consumer’s willingness to share their enthusiasm with peers—especially in youth-driven or style-conscious segments. In this way, WoM becomes a behavioral extension of consumption intention.

Furthermore, WoM is shaped by motivational factors such as self-enhancement, social affiliation, and informational utility. When a consumer intends to make a purchase, they are often gathering or disseminating information, which naturally involves discussing the brand with others. This process is especially relevant in fast fashion, where new styles, limited-time collections, and social comparison cues heighten the likelihood of shared conversations.

In sum, although fast fashion-specific research is limited, the consistent empirical pattern across retail, service, and fashion-related studies provides strong justification for the following hypothesis: H16:

Intention to increase fast fashion consumption positively influences consumers’ WoM behavior toward fast fashion brands.

Meta-analysis is a robust quantitative research technique designed to synthesize the statistical results of multiple empirical studies that investigate similar theoretical relationships. By aggregating effect sizes across studies, meta-analysis gives a thorough look at the strength, nature, and consistency of variable relationships, while also correcting for potential sampling error and publication bias. This method is particularly useful in fields with mixed results or fragmented theories, because it helps to identify overall patterns, spot inconsistencies, and find missing areas in the existing research.

Within this research, meta-analysis functions as a robust tool for synthesizing the empirical findings about the factors that precede and result from fast fashion consumption, including PQ, behavioral control, SN, and their impacts on brand loyalty and WoM behavior. Following the protocols of Borenstein et al. (2010) and Wilson and Lipsey (2001), this meta-analytic investigation adheres to established guidelines to calculate pooled effect sizes, assess heterogeneity, and identify potential moderating influences. A random-effects model was employed throughout the study to account for differences between the research included, such as studied year, sample demographics, methodologies used, and cultural contexts ( Field & Gillett, 2010). The procedure ensures transparency, replicability, and theoretical advancement through the integration of dispersed findings.

To compile a comprehensive dataset, the authors employed multiple search strategies across a variety of academic databases, including Scopus, Web of Science, ScienceDirect, JSTOR, SpringerLink, Emerald, and Google Scholar. The keywords used included combinations of terms such as ‘fast fashion,’ ‘purchase intention,’ ‘perceived quality,’ ‘brand loyalty,’ ‘behavioral control,’ ‘subjective norm,’ and ‘word of mouth.’ Additionally, the authors screened peer-reviewed journals focusing on marketing, consumer behavior, retail management, and fashion studies, such as the Journal of Retailing and Consumer Services, Journal of Fashion Marketing and Management, and Psychology & Marketing.

The search covered studies published between 2004 and 2024. Articles were excluded if they (a) were conceptual or purely theoretical, (b) lacked empirical data, (c) did not report the necessary statistical information (e.g., correlation coefficients, t-values, or standardized betas), or (d) focused on unrelated constructs. The research aimed to mitigate publication bias and the “file drawer problem” by including a variety of unpublished materials like conference papers, dissertations, and working papers ( Guzzo et al., 1987).

By integrating these theoretical models, this study provides important findings theorized in key areas: existential formulation, personal identity, perceived quality, and the extension of the TPB to post-consumption behaviors.

First, this integration extends TPB theory by identifying external dimensions as antecedents to internal cognitive-affective states, particularly attitudes. Drawing on the S-O-R model ( Russell & Mehrabian, 1974), the analysis reveals that scarcity cues serve as theorized salient triggers that determine price evaluations and indirectly influence action intentions. This formulation is beyond the rational assumptions in the TPB that consumers are often experiential and emotionally arousing in high-speed consumer environments such as fast fashion.

Second, self-congruity helps to expand the psychological scope of the TPB model. The association between consumers’ self-concept and brand image significantly predicts not only attitudes but also SN and PBC, reinforcing the centrality of symbolic consumption in identity construction ( Sirgy, 1982; Gollwitzer et al., 1982). Combining this theory with social identity theory ( Tajfel & Turner, 1981) suggests that when consumers perceive a brand as reflecting their intrinsic values, normative pressure - and the perceived ease of performing those behaviors - increases. Thus, self-congruity suggests that personal identity is an important determinant of consumer intention.

Third, the findings challenge the traditional TPB construct by the cross-cutting influence of PQ ( Zeithaml, 1988) in the model. PQ significantly influences attitudes, SN, and PBC. This suggests that these factors are not limited to shaping outcome evaluations but also influence group identity or social status. PQ includes not only physical indicators such as durability and design but also ethical aspects such as sustainability, further complicating its evaluative role. Therefore, the results provide evidence in favor of a reconceptualization and multidimensionality of PQ, including cognitive, affective, and normative aspects.

Finally, the study extends the boundaries of the TPB by linking intentions to post-consumption outcomes—specifically, loyalty to cues and WoM. While TPB theory and its extensions typically rest on intentions or behavioral actions, loyalty and WoM in this study argue that intentions act as an antecedent to effective engagement and long-term social performance. These findings need to be viewed as a pivotal point in a chain of actions rather than an end point.

Overall, these contributions underscore the importance of integrating identity, emotion, environmental stimuli, and post-consumption motivation into action models. Future refinements of the TPB need to take into account the complexities of symbolism and context, especially in markets where consumption serves both objective and expressive purposes.

This research provides a series of practical insights that can help brands more quickly and effectively craft their next strategy. At the heart of these recommendations is a complex set of consumer perceptions—scarcity, identity congruence, perceived quality, and sense of behavioral control—that together shape how consumers interact with brands, make purchase decisions, and share their experiences with others.

First, perceived scarcity is a powerful marketing tool when used skillfully. Customers feel a sense of urgency and are motivated to make a purchase—a feeling similar to FOMO—when brands communicate scarcity by limiting the time of a promotion or the number or variety of products on shelves. However, this technique also has an impact on the brand if the customer does not feel the authenticity but feels psychologically manipulated, then the brand’s reputation will be affected. In markets where social factors have a strong impact, emphasizing the popularity of the product becomes a stimulus for purchase; conversely, in consumer markets where individuality or personal identity is promoted, being different or exclusive becomes an advantage to attract consumers.

Second, an important and valuable concept is the concept of self-congruity - a brand’s image is consistent with how consumers see themselves or want to be seen. This connection can have a profound effect on attitudes and behavior, especially in the world of fashion, where clothing often serves as an expression of self-expression. Brands that reflect consumers’ personal values and identities – through intimate stories, influencer partnerships, or customization opportunities – are more likely to build lasting emotional relationships. Younger, more marginalized consumers like Generation Z, in particular, respond strongly to campaigns that reflect their evolving sense of self and digital maturity. However, a one-size-fits-all message is not enough; cultural and generational differences need to be considered when defining identity-driven content.

Perceived quality also plays a key role in building consumer trust in all products and commodities, including fast fashion. This perception of quality goes beyond the fabric, fit, and stitching—it also includes how the product meets consumer expectations, such as how it makes the wearer feel, or even the social or environmental value associated with the brand. Quality signals can be both self-image-consistent and symbolic. Feedback from the community—in the form of reviews or endorsements from influencers—is important in enhancing perceptions of quality and trustworthiness, especially among highly socially connected consumers. It is a form of social validation that shapes purchase decisions in digitally-driven, community-driven marketplaces.

Ultimately, when consumers feel confident in their ability to make choices, navigate through options, and return items if necessary, they are more likely to make repeat purchases. This is achieved by giving consumers a greater sense of control over the buying process. Streamlining the customer experience – through user-friendly shopping interfaces, product personalization, and clear purchase, warranty, or return policies – can reduce the psychological barriers to purchase. For example, through digital platforms, using AI, businesses can help customers enhance their shopping experience with virtual fitting rooms, data-driven advice based on analysis of past customer shopping habits. This in turn, increases customers’ sense of control over their behavior in a powerful way.

Overall, the findings of this study demonstrate the value of integrating marketing approaches from making appeals to increase the perception of genuine scarcity, to building a brand based on identity, communicating a consistent quality message, and empowering consumers to make decisions. When tailored to each cultural context and customer segment, these strategies can help brands create unique consumer experiences, increase loyalty, and build effective brands. In a market with rapid, constant change and short consumption cycles, brands need to demonstrate flexibility and a continuous response strategy. Rapid adjustment to consumer behavior and cultural cues is key to maintaining competitive advantage and brand presence in the marketplace.

Despite its positive findings, the study has certain limitations. Grasping these limitations is key for providing future researchers with a roadmap for further investigation and model enhancement. An obvious limitation is shown by the significant heterogeneity among many hypotheses, which suggests that the effect sizes are inconsistent. This limitation suggests the presence of unaccounted-for moderators such as culture, psychology, or context, which affect the generalizability and theoretical precision of the findings. In the future, researchers could use meta-analytic regression or subgroup analysis to identify and quantify such moderators. Second, although recognizing potential moderators (e.g., cultural orientation, materialism, generational identity), the current study did not systematically examine their moderating effects. Addressing this gap would enable deeper insights and support context-specific strategic recommendations. Although the meta-analysis includes data from different national contexts, it lacks explicit modeling of cultural variables (e.g., collectivism, power distance). Future research should integrate established cultural frameworks to further elucidate how culture shapes consumer responses and moderates key relationships. Finally, the model ignores ethical and sustainability constructs, which have received increasing attention in fast fashion. Despite some implications for environmentally conscious behavior, sustainability has not been systematically and explicitly integrated into the research model. Future research should incorporate sustainability-related attitudes and values to enhance relevance in ethically conscious markets and reflect changing consumer expectations.