Image Credit: Athens News
People are aware of the consequences of ultra-fast fashion, yet they still continue to buy from these platforms.
A study recently published in the Journal of Global Fashion Marketing examines why people keep purchasing from platforms like Shein and Temu even when they are aware of sustainability and ethical issues. Temu and Shein have become dominant ultra-fast-fashion online retailers that have expanded rapidly over the past few years and changed how consumers find, assess and purchase fashion items.
Researchers interviewed 20 Australian millennials who purchased goods from ultra-fast-fashion platforms. The intent of the research is not to draw conclusions regarding the general retail purchaser; it seeks to understand the mindset of a particular group of purchasers.
The analysis identified eight factors that influence engagement with ultra-fast fashion. Among them were affordability, convenience and routine, promotions and the fear of missing out (FOMO), as well as social media and fashion trends.
One of the things that caught my attention was the concept of “strategic spontaneity". When someone seems to make an impulse purchase, the reality could be quite the opposite; the decision could be made over days or even weeks. Participants mentioned saving items, following prices, waiting for discounts and payday.
Researchers also introduced the term “cognitive buffering", which means that even when the consumer is aware of sustainability issues, he or she makes a purchase anyway.
Social media and marketing campaigns seemed to be key factors influencing people, but I tend to think that the fact that something appears cheap continues to be the primary motivator for consumers.
It makes me wonder whether having simply more information on ultra-fast fashion would be enough to actually change people's behaviour.
What do you think?
Reference:
Quiambao, F., Tan, C. S. L., & Islam, S. (2026). Strategic spontaneity and cognitive buffering in ultra-fast fashion consumption: Extending the S-O-R framework through dual-process theory. *Journal of Global Fashion Marketing. https://doi.org/10.1080/20932685.2026.2715111
