Fast Fashion Consumption Signals Low Self-Control

Yunhui Huang, Ke Zhang, Xiaoyan Deng, Qiang Zhang

Journal of Consumer Research · 2026 · Volume 52 · Issue 6

Abstract

The fast fashion business model has three defining characteristics: high trendiness, high disposability, and unsustainable practices. These characteristics collectively suggest that consumers of fast fashion brands have a short-term focus, which evokes the perception that they lack self-control. A ChatGPT study and six experiments (five preregistered) provide convergent evidence for the effect of fast fashion consumption on perceived self-control (hypothesis 1). This effect is mediated by the belief that fast fashion consumers maintain a short-term focus (hypothesis 2). Additionally, fast fashion consumers are viewed as having lower self-control compared to consumers of luxury, mid-luxury, and supermarket fashion (hypothesis 3). Serious consumers of fast fashion are perceived to have lower self-control than casual consumers (hypothesis 4). Furthermore, this effect disappears when cues (e.g., sustainability) imply a long-term focus among consumers (hypothesis 5). Finally, the authors reveal the downstream consequences of this effect, offering important insights for consumers and marketers. For instance, fast fashion consumers and influencers are seen as less compatible with products, services, jobs, and activities associated with self-control and long-term benefits (hypothesis 6). Overall, this research enhances understanding of fast fashion consumption and contributes to broader discussions on self-control, consumption-based inference-making, and interpersonal perception.

Keywords

fast fashion, inference, interpersonal perception, self-control, short-term focus

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