Study Of Consumer Attitudes

Toward Fast Fashion

ADM 0566-01 FASHION AND THE CONSUMER

San Francisco State University

Chi-Wei Chang

December 13, 2010

i

Abstract

The fast fashion industry had been developed within a decade. But Due to it’s easily

affored price with it’s fast response system to reply to the market, fast fashion retailers gain a

huge percent of the market share from the tradition method of fashion retailer. With the great

response from the female market. The researcher would like to know does the male consumer

share the same consumer attitude and purchase intention with the female consumers. The

research showed that male consumer do visit and purchase cloth from the fast fashion retailer,

but male consumer didn’t share the same purchase intention and consumer attitude with the

female consumer.

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Table of content

Abstract……………………………………………………………………………….ii

Chapter

I Introduction..........................................................................................1

II Review of Literature…………………………………………………3

III Methodology…………………………………………………………..5

IV Results…………………………………………………………………8

V Summary, Conclusions……………………………………………….15

List of References……………………………………………………………………..16

Appendix A…………………………………………………………………………...18

Appendix B…………………………………………………………………………….22

Appendix C…………………………………………………………………………….24

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Chapter I

Introduction

The fast fashion industry had been developed within a decade. But Due to It’s easily

affordable price with it’s fast response system to reply to the market, fast fashion retailers gain a

huge percent of the market share from the tradition method of fashion retailer. It’s obviously that

people are buying from the fast fashion retailers, but there was a question that does the male

consumers shop at the fast fashion retailer, too.

Purpose

The purpose of the study is to determine the male consumers attitude toward to the fast

fashion product. The project was to understand how well does male consumer respond to the fast

fashion and fast fashion retailer. The study was mainly focus on two area; purchase intention and

the consumer attitude when male consumer dealing fast fashion.

Justification

The study was to understand why male consumers purchase fast fashion clothing;

because the price of the product? Or the need of became fashionable? Did male consumer care

about their money over the quality of the garment? With the result of the study the fast fashion

industry will understand the direction of their business from male consumer and company future.

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Limitation

The limitation for this study was the geographical limitation since the study was

concentrated in the San Francisco Bay area, the result only represented male consumer in San

Francisco Bay area.

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Chapter II

REVIEW OF LITERATURE

Apparel Business

According to Winge(2008) apparel business exists at a high cost to animal, human and

environments all around the world, which results the high price on the fashio industry and the

consumer’s consumption of fashion is not as affordability.

Fast Fashion

The fashion apparel industry has significantly evolved, particularly over the last 20 years.

The changing dynamics of the fashion industry have forced retailers to desire low cost and

flexibility in design, quality, and speed to market, key strategies to maintain a profitable position

in the increasingly demanding market. This article reviews the literature on changes that have

happened in the fashion apparel industry since the 1990s, highlighting the emergence of a

concept of 'throwaway' or fast fashion. It describes fast fashion from a supplier as well as a

consumer's perspective, and draws attention to several potential research issues. According to

Sternquist, (2008) As the market becomes dynamic and volatile, more retailers are moving

toward fast fashion by constantly delivering new products throughout the season. As a result, a

product life span is dramatically reduced, thereby accelerating perish ability of fashion items.

Moreover, in order to make constant room for new products and minimize markdowns, fast

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fashion retailers deliberately limit product availability, creating a sense of scarcity on the part of

consumers

Consumer Attitude and purchase behavior Different by Gender

The article of Baker, R. (2008) focuses on the findings of a study by Verdict Research which

showed that women spend double on fashion as compared to their male counterparts. The study

found that the women’s’ wear market has proved to be the most dynamic and fast paced arena

within the clothing and footwear sector. Men were found to be more likely to invest in branded

clothing which implies that while female consumers' attitude on value fashion has changed in 10

years, and the article from Women’s wear daily: Male Perspective, by Hall (2009) indicated that

men's wear executives predict consumers will be more selective, favoring quality and value over

fashion this season. This does not mean they will spend less, just that they will spend better.

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Chapter III

Methodology

Conceptual Model

The dependent variable for this study was the consumer attitudes toward fast fashion

apparel. The independent variable for the hypothesis is gender. Since the study it self was to

focus on male consumers attitude toward fast fashion but at the same time the researcher use the

female consumers’ attitude toward fast fashion in order to do compare and contrast the different

in the male consumer’s study. See figure 3-1

Conceptual Model

Independen Variable Dependen Variable

Q36 Q25-27 and Q30-35

Figure 3-1

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Gender:

Male and Female

Consumer Attitude

toward

Fast Fashion

Operational Definition

1. Fast Fashion term that used by fashion industry to acknowledge that designs move from

catwalk to store in the fastest time in order to capture latest trends in the apparel market

Bhardwaj, V., & Fairhurst, A. 2010 and Sang-Eun,. B., & Sternquist, B. 2008). Use in the

Question Q25, 26 , 33, 35

2. Consumer Attitude any individuals or households that use goods and services generated

within the economy have a feeling toward to a product or service (Baker, R. 2008). Use

to measure Question 25-27, and 30-35

3. Gender was defined as the classification as either male or female( Webster dictionary)

Question 36 was used to measure this variable.

Questionnaire Development

the question used in the survey were developed, discussions, reviewed, edited, and

chosen by students who enrolled in the ADM 566, fashion and consumer class, and amount the

students who share the same interest in a similar topic of fast fashion under supervision of the

instructor. The question use likert scale to measure the willingness on consumer attitude. The

scale ranged from one means strongly disagree to five strongly agree to measure the level of

willingness.

Sample and Method of Data Collection

The questionnaire was handed out on November 2nd to 14th, 2010 between mall open

hours from 10:30 a.m. to 9p.m. The choice of participants was volunteered. The questionnaire

was handed out in different mall in San Francisco Bay area. The research used convenience

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sampling and was predominantly filled out by shoppers in the mall around San Francisco Bay

area, the sample included 301 respondents. There were about 50-50 distrubution between male

(n=141, 46.8%) and female (n=160, 53.2%)

Statistical Analysis of date

Frequenceies and percentages were used for all Variables. Means and ranking were used

for question 25 to 27 and 30 to 35. The Hypothesis is that the Male consumer shop at the fast

fashion retailer doesn’t share that same consumer attitude and purchase intention with the female

consumer, but instead of just for look like the female consumer, male consumer is still put

quality or durability as their first priority when they shop. By using independent sample t-test

which was used to measure the difference in the male’s and female’s perception on consumer

attitude. All statistical analyese were measured by using the SPSS for Windows program.

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Chapter IVRESULTS

Frequency and Valid Percentage for independent variable

In order to analyze the data in the study, researcher not only recorded the response from

the survey but also recorded the demographics information in the survey. In the study, researcher

only interested in the difference between male and female consumers’ attitude toward fast

fashion, so decide to use gender in the demographic questions. In the value of 301 collected

survey questionnaires, there are approximately forty-seven percents of (n=141) male and fifty-

three percents (n=160) female respondent participle in the research. See Table 1

Table 1. Frequency and Percentage for Consumer for Demographic-Gender

Variable Frequency Percentage

Q36. GenderMale 141 46.8Female 160 53.2Total 301 100.0

Frequencies and Valid Percentages for Consumer Attitude toward Fast Fashion

In order to measure the consumer attitudes toward fast-fashion apparel, the researchers

used the method of five-level likert scale in the research survey questionnaire. The scale was

used the range one to five to measure the level of agreement in the research; level one–strongly

disagree, level two-disagree, level three-neutral, level four-agree, and level five-strongly agree.

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For the study that focused on consumer attitudes toward fast fashion, researcher only chooses

questions 25 to 27, 33 and 34. For question 25 when the researcher asked the question: “does

male shop at fast fashion retailers”, 58 percent (n=175) of the respondent replied they either

agree or strongly agree with the idea. For question 26: “I have male friends who shop at fast

fashion retailer”, 60 percents (n=180) of the respondents answered agree. On question 27: “I am

interested in the latest fashion trends” 54 percents (n=164) of the respondent replied they are

interested in the latest fashion trend. On question 33: “I regularly shop at fast fashion retailers”,

45 percent (n=140) of the respondent showed they do. And on question 34: “I expect to find

something new when I shop at fast fashion retailer”, more than half (n=155, 51.5%) of the

collected survey shows agree. See Table 2.

Frequencies and Valid Percentages for purchase intention toward Fast Fashion

In order to measure the purchase intention toward fast-fashion apparel, the researchers

used the same method of five-level likert scale in the research survey questionnaire, the same

measurement as the researcher used in the consumer attitude toward fast fashion. For the study

that focused on consumer attitudes toward fast fashion, researcher only chooses questions 30 to

33, and 35 to conduct the study. In question 30, the researcher asked the respondents: “I purchase

apparel based on quality” 57 percent (n=174) of the respondent replied agree. In question 31, the

researcher asked:”I purchase apparel based on price” 64 percent (n=192) of the collected survey

indicated that respondents agree. In question 32, the research tried to understand the importance

between the quality and the price in consumer’s opinion, and the research shows that 45 percent

(n=134) of respondent express they consider quality over price when they purchasing. And when

the question 35 was asking the respondent do they prefer shop fast fashion retailer rather than

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Table 2. Frequency and Percentage for Consumer Attitude toward Fast fashion

Variable Frequency Percentage

Q25. Males shop at fast fashion retailerStrongly disagree 7 2.3Disagree 26 8.6Neutral 93 30.9Agree 128 42.5Strongly agree 47 15.6 Total 301 100.0

Q26. I have male friends who shop at fast fashion retailerStrongly disagree 19 6.3Disagree 37 12.3Neutral 65 21.3Agree 131 43.5Strongly agree 49 16.3 Total 301 100.0

Q27. I am interested in the latest fashionStrongly disagree 11 3.7Disagree 41 13.6Neutral 85 28.2Agree 117 38.9Strongly agree 47 15.6 Total 301 100.0

Q33.I regularly shop at fast fashion retailersStrongly disagree 23 7.6Disagree 57 18.9Neutral 81 26.9Agree 116 38.5Strongly agree 24 8.0 Total 301 100.0

Q34. I expect to find something new when I shop at fast fashion retailerStrongly disagree 9 3.0Disagree 39 13.0Neutral 98 32.0Agree 123 40.9Strongly agree 32 10.6 Total 301 100.0

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the question 35 was asking the respondent do they prefer shop fast fashion retailer rather than

high end clothing store, only 36 percent (n-109) of the feedback shows they disagree with the

idea. See Table 3.

Mean Number of Consumer Attitude and Purchase Intention

In the study, researcher used likert scale as quality to measure each question’s perception,

one as strongly disagrees and five as strongly agree. Researcher broke the questionnaire into

three different sections; consumer attitude, purchase intention, and demographic. In order to

focus on the study between different genders toward fast fashion, the research was only focus on;

questions 25 to 27 plus 33 and 34 for consumer attitude, questions 30 to 32 with 35 for purchase

intention. In both section, the researcher calculated with mean number for each question and

ranked each question by their mean number. In the consumer attitude section, question number

25 “males shop at fast fashion” had the highest mean (3.6) and ranked number one, and question

number 30 “I regular shop at fast fashion retailers had the lowest (3.2) and ranked the lowest.

See Table 4. For the purchase intention section, question 31 “I purchase apparel based on price”

had the highest mean (3.65) and ranked number one, and question 35” I prefer to purchase

clothing from fast fashion retailer, rather than high end clothing stores” had the lowest mean

(2.93) and ranked the lowest. See Table 5

Independent sample T-test for difference between Male and Female perceptions

In the study, researcher used independent sample t-test to measure the difference in

male’s and female’s perceptions on fast fashion apparel. The test is significant when the p< 0.05.

The test resulted significant on questions 27, 34, 31, and 35. On question 27, “I am interested in

the latest fashion” male’s mean is 3.23 and compare with female’s 3.72 there were significant

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Table 3. Frequency and Percentage for Purchase Intention toward Fast fashion

Variable Frequency Percentage

Q30. I purchase apparel based on qualityStrongly disagree 10 3.3Disagree 28 9.3Neutral 89 29.6Agree 136 45.2Strongly agree 38 12.6 Total 301 100.0

Q31. I purchase apparel based on priceStrongly disagree 11 3.7Disagree 28 9.3Neutral 70 23.3Agree 138 45.8Strongly agree 54 17.9 Total 301 100.0

Q32. I consider quality over price when purchasingStrongly disagree 15 5.0Disagree 48 15.9Neutral 104 34.6Agree 110 36.5Strongly agree 24 8.0 Total 301 100.0

Q35.I prefer to purchase clothing from fast fashion retailer, rather than high end clothing storesStrongly disagree 32 10.6Disagree 77 25.6Neutral 91 30.2Agree 83 27.6Strongly agree 18 6.0 Total 301 100.0

(0.000) in the result. On question 34, “I expect to find something new when I shop at fast fashion

retailer” male’s mean is 3.25 and compare with female’s 3.59 there were significant (0.002) in

the result. On question 31, “I purchase apparel base on price” male’s mean is 3.44 and compare

12

Table 4. Consumer Attitudes toward Fast fashion Mean Ranking

Variable mean ranking

Q25. Male shop at fast fashion retailer 3.60 1Q26. I have male friends who shop at fast fashion 3.51 2Q27. I am interested in the latest fashion trend 3.49 3Q34. I expect to find new thing when I shop at fast fashion 3.43 4Q33. I regularly shop at fast fashion retailer 3.20 5

Mean of 1=strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree

Table 5. Purchase Intention toward Fast fashion Mean Ranking

Variable mean ranking

Q31. I purchase apparel based on price 3.65 1Q30. I purchase apparel based on quality 3.54 2Q32. I consider quality over price when purchasing 3.27 3Q35. I prefer fast fashion retailer than high end store 2.93 4

Mean of 1=strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree

with female’s 3.84 there were significant (0.001) in the result. On question 35, “I prefer to

purchase clothing from fast fashion retailer, rather than high end clothing stores” male’s mean is

2.70 and compare with female’s 3.13 there were significant ( 0.001) in the result. .See Table 6.

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Table 6. Independent Samples T-test for Different between different Genders’ Perception

Variable Male mean Female mean t p

Q25. Male shop at fast fashion retailer

3.61 3.60 0.092 0.927

Q26. I have male friends who shop at fast fashion retailer

3.48 3.54 -0.540 0.589

Q27. I am interested in the latest fashion

3.23 3.72 -4.192 0.000 *

Q33. I regularly shop at fast fashion retailer

3.08 3.31 -1.891 0.060

Q34. I expect to find something new when I shop at fast fashion retailer

3.25 3.59 -3.202 0.002 *

Q30. I purchase apparel based on quality

3.50 3.58 -0.713 0.476

Q31. I purchase apparel based on price

3.44 3.84 -3.492 0.001 *

Q32. I consider quality over price when purchasing

3.26 3.28 -0.172 0.863

Q35. I prefer to purchase clothing from fast fashion retailer, rather than high end clothing store

2.70 3.13 -3.408 0.001 *

Mean of 1=strongly disagree, 2=disagree, 3=neutral, 4=agree, 5=strongly agree Significant when p<0.050

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Chapter V

Conclusions

Summary

Form the frequency of question 36, frequency and percentage and independent sample t-

test of question 25 and 26 it all indicated that male do shop at fast fashion retailer. But in the

independent sample t-test researcher find out, the when the question 27 “I am interested in the

laterst fashion trend” and question 34” I expect to find new thing when I shop at fast fashion “,

they both indicated the male have lower mean number than the female and there were a

significant in between male and female consumers, which showed men are not as interested in

the latest fashion trend as female and they are not looking for new things when they shopped at

fast fashion retailer. From question30 and 32 the researcher understand that both gender were

looking for quality when they purchase clothing, but question 31 and 35 when the question of

importance of price showed up in the survey, there are significant that indicate female were

more looking into price that the male consumer.

Conclusions

The hypothesis was confirmed that even thought male does shop at the fast fashion

retailer but they don’t share the same reason of the female consumer for look and the price, but

men were more looking for price and quality. And instead of just for look, male shopper were

driven by the price as second consideration when they shop at the fast fashion retailer and the

first priority of purchasing is quality.

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List of References

Baker, R. (2008). Valuing the market. In-Store, 33-35. Retrieved from Business Source Premier

database.male

http://0-web.ebscohost.com.opac.sfsu.edu/ehost/detail?hid=11&sid=eb104fb2-7cfb-4971-9a3f-

0825f45bb4fe

%40sessionmgr13&vid=3&bdata=JkF1dGhUeXBlPWlwLGNvb2tpZSx1cmwsdWlkJnNpdGU9

ZWhvc3QtbGl2Z

Sang-Eun,. B., & Sternquist, B. (2008). The antecedents of in-store hoarding: measurement and

application in the fast fashion retail environment. International Review of Retail, Distribution &

Consumer Research, 18(2), 133-147. doi:10.1080/09593960701868241

http://0-web.ebscohost.com.opac.sfsu.edu/ehost/detail?hid=11&sid=5f03ebd2-e7ae-4011-bb40-

b9dc881c7786%40sessionmgr14&vid=1&bdata=JkF1dGhUeXBlPWlwLGNvb2tpZSx1cmwsd

WlkJnNp

Bhardwaj, V., & Fairhurst, A. (2010). Fast fashion: response to changes in the fashion

industry.International Review of Retail, Distribution & Consumer Research, 20(1), 165-173.

doi:10.1080/09593960903498300.

http://0-web.ebscohost.com.opac.sfsu.edu/ehost/detail?hid=11&sid=4fcaf4af-54a8-4eb2-a433-

ad5cf1948a22%40sessionmgr10&vid=1&bdata=JkF1dGhUeXBlPWlwLGNvb2tpZSx1cmwsdW

lkJnNpdGU9ZWhvc3Qt

16

Men's wear executives predict consumers will be more selective, favoring quality and value over

fashion this season. This does not mean they will spend less, just that they will spend better

Hall, C., & Stock, R. (2009). Male Perspective. WWD: Women's Wear Daily, 197(9), 18-

1NULL. Retrieved from Business Source Premier database.

http://0-web.ebscohost.com.opac.sfsu.edu/ehost/detail?hid=11&sid=cf9eff0a-fe73-46ef-a861-

f59630addac9%40sessionmgr10&vid=2&bdata=JkF1dGhUeXBlPWlwLGNvb2tpZSx1cmwsdW

lkJnNpdGU9ZW

Birtwistle, G., & Moore, C. (2007). Fashion clothing — where does it all end up?. International

Journal of Retail & Distribution Management, 35(3), 210-216.

doi:10.1108/09590550710735068.

http://0-web.ebscohost.com.opac.sfsu.edu/ehost/detail?hid=11&sid=eb104fb2-7cfb-4971-9a3f-

0825f45bb4fe

%40sessionmgr13&vid=6&bdata=JkF1dGhUeXBlPWlwLGNvb2tpZSx1cmwsdWlkJnNpdGU9

ZWhvc3QtbGl2ZQ%3d

17

Appendix A

CONSUMER

QUESTIONNAIRE

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Consumer Questionnaire

Definitions for the purposes of this study:Fast Fashion- Fashion retailers such as Forever 21, H&M, Zara and Top Shop. Eco-Friendly- Intended or perceived to have no harmful effect on the natural environment and its inhabitants.Knock-off- A copy of a designer garment, mass produced in less expensive fabrics.

Please circle one number for each item.

Strongly Disagree Neutral Agree StronglyDisagree Agree

1. I am aware of environmental issues relatingto clothing production. 1 2 3 4 5

2. I am concerned with the impact of clothingproduction on the environment. 1 2 3 4 5

3. I consider the environmental impact of theclothing I buy. 1 2 3 4 5

4. I go out of my way to buy eco-friendly clothing. 1 2 3 4 5

5. If a clothing brand does not offer eco-friendlyproducts, I will not buy from that brand. 1 2 3 4 5

6. I feel I have an obligation to live moreeco-friendly. 1 2 3 4 5

7. I donate my used clothing to charity(Salvation Army, Goodwill, etc). 1 2 3 4 5

8. I sell my clothing back to second-hand shops(Crossroads, Buffalo Exchange). 1 2 3 4 5

9. I have garage sales to sell my clothing. 1 2 3 4 5

10. I pass my clothing to family and friends. 1 2 3 4 5

11. I throw my unwanted clothing away into thetrash. 1 2 3 4 5

12. I only throw my clothing away if it isunwearable (damaged). 1 2 3 4 5

13. I am concerned with human rightsviolations in clothing manufacturing businesses(national and international). 1 2 3 4 5

Strongly Disagree Neutral Agree StronglyDisagree Agree

14. When shopping, I can tell the difference

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between clothes made in sweat shops andclothes that are not. 1 2 3 4 5

15. I believe manufacturers and retailers areresponsible for finding alternatives to sweatshopproduction. 1 2 3 4 5

16. I am informed about working conditions inclothing manufacturing businesses (nationaland international). 1 2 3 4 5

17. Clothing labels should read “no sweat” and“no child labor.” 1 2 3 4 5

18. If I knew a brand used sweat shop and/orchild labor, I would not buy from that brand. 1 2 3 4 5

19. I can’t afford designer clothing. 1 2 3 4 5

20. I look for knock-offs when shopping. 1 2 3 4 5

21. I regularly wear fast fashion clothing thatknocks off high end clothing. 1 2 3 4 5

22. Fast fashion retailers knock off designer’sideas. 1 2 3 4 5

23. I think it is fair that fast fashion retailersknock off high end clothing. 1 2 3 4 5

24. I think designers should be protected bycopyright laws. 1 2 3 4 5

25. Males shop at fast fashion retailers. 1 2 3 4 5

26. I have male friends who shop at fast fashionretailers. 1 2 3 4 5

27. I am interested in the latest fashion trends. 1 2 3 4 5

28. I shop for clothes more than 3 times a month.1 2 3 4 5

Please turn the page to finish the survey.

Strongly Disagree Neutral Agree StronglyDisagree Agree

29. I purchase new pieces of clothing for specificoccasions (such as going out with friends). 1 2 3 4 5

30. I purchase apparel based on quality. 1 2 3 4 5

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31. I purchase apparel based on price. 1 2 3 4 5

32. I consider quality over price when purchasingapparel. 1 2 3 4 5

33. I regularly shop at fast fashion retailers. 1 2 3 4 5

34. I expect to find something new when I shopat fast fashion retailers. 1 2 3 4 5

35. I prefer to purchase clothing from fast fashionretailers, rather than high end clothing stores. 1 2 3 4 5

36. My gender: Male Female

37. My age: 1. 18-242. 25-303. 31-404. 41-505. 51-606. 61+

38. My household income: 1. 0-20,0002. 21-30,0003. 31-49,0004. 50-59,0005. 60,000+

39. My highest educational level: 1. High school2. Some College3. AA/AS4. BA/BS5. Masters and higher

40. Marital status: Single Married

Thank you for participating in this survey.

Appendix B

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