Fast Fashion Consumption Signals Low Self-Control
研究发现，快时尚消费会让人感觉消费者缺乏自我控制，因为快时尚强调短期导向；这种印象会影响消费者在职场、社交等场景中的评价。
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.