Factors influencing Malaysian youth's intention to purchase fast fashion products
This study discovers the consumer behaviour of Malaysian youth towards fast fashion to understand factors that influence their purchase intention. The significance of this study is it contributes quantitatively to the field of fast fashion and consumer behaviour in Malaysia, which is limited as of t...
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| Format: | Article |
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Human Resource Management Academic Research Society
2023
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| _version_ | 1825939551986647040 |
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| author | Loo, Ying Wing Osman, Syuhaily Lau Leby, Nur Jasmine |
| author_facet | Loo, Ying Wing Osman, Syuhaily Lau Leby, Nur Jasmine |
| author_sort | Loo, Ying Wing |
| collection | UPM |
| description | This study discovers the consumer behaviour of Malaysian youth towards fast fashion to understand factors that influence their purchase intention. The significance of this study is it contributes quantitatively to the field of fast fashion and consumer behaviour in Malaysia, which is limited as of this study. Past studies in the field have shown consumers of various countries and culture behave differently towards fast fashion. Five factors (brand sustainability, trendiness of product, social factor, product accessibility and affordable pricing) have been identified from past literatures on fast fashion to be integrated with the main components of TPB to find out which factor is the best predictor of Malaysian youth’s purchase intention. A total of 384 respondents had participated in the online survey containing instruments adapted from multiple studies. The study’s findings revealed that trendiness of product has the strongest influence on youth’s purchase intention, while social factor is the least receptive factor to them. The five factors have a significant relationship with purchase intention and the relationship is overall positive. As recommendation for future studies, this quantitative study can be extended to bigger and diverse demographics, as well as other regions of Malaysia. |
| first_indexed | 2024-12-09T02:19:54Z |
| format | Article |
| id | upm.eprints-107964 |
| institution | Universiti Putra Malaysia |
| last_indexed | 2024-12-09T02:19:54Z |
| publishDate | 2023 |
| publisher | Human Resource Management Academic Research Society |
| record_format | dspace |
| spelling | upm.eprints-1079642024-09-26T04:48:02Z http://psasir.upm.edu.my/id/eprint/107964/ Factors influencing Malaysian youth's intention to purchase fast fashion products Loo, Ying Wing Osman, Syuhaily Lau Leby, Nur Jasmine This study discovers the consumer behaviour of Malaysian youth towards fast fashion to understand factors that influence their purchase intention. The significance of this study is it contributes quantitatively to the field of fast fashion and consumer behaviour in Malaysia, which is limited as of this study. Past studies in the field have shown consumers of various countries and culture behave differently towards fast fashion. Five factors (brand sustainability, trendiness of product, social factor, product accessibility and affordable pricing) have been identified from past literatures on fast fashion to be integrated with the main components of TPB to find out which factor is the best predictor of Malaysian youth’s purchase intention. A total of 384 respondents had participated in the online survey containing instruments adapted from multiple studies. The study’s findings revealed that trendiness of product has the strongest influence on youth’s purchase intention, while social factor is the least receptive factor to them. The five factors have a significant relationship with purchase intention and the relationship is overall positive. As recommendation for future studies, this quantitative study can be extended to bigger and diverse demographics, as well as other regions of Malaysia. Human Resource Management Academic Research Society 2023 Article PeerReviewed Loo, Ying Wing and Osman, Syuhaily and Lau Leby, Nur Jasmine (2023) Factors influencing Malaysian youth's intention to purchase fast fashion products. International Journal of Academic Research in Business and Social Sciences, 13 (10). pp. 1003-1018. ISSN 2308-3816; ESSN: 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/18955/Factors-Influencing-Malaysian-Youths-Intention-to-Purchase-Fast-Fashion-Products 10.6007/ijarbss/v13-i10/18955 |
| spellingShingle | Loo, Ying Wing Osman, Syuhaily Lau Leby, Nur Jasmine Factors influencing Malaysian youth's intention to purchase fast fashion products |
| title | Factors influencing Malaysian youth's intention to purchase fast fashion products |
| title_full | Factors influencing Malaysian youth's intention to purchase fast fashion products |
| title_fullStr | Factors influencing Malaysian youth's intention to purchase fast fashion products |
| title_full_unstemmed | Factors influencing Malaysian youth's intention to purchase fast fashion products |
| title_short | Factors influencing Malaysian youth's intention to purchase fast fashion products |
| title_sort | factors influencing malaysian youth s intention to purchase fast fashion products |
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