Psychological, Cultural, Marketing, and Ethical Predictors of Fast Fashion Consumer Behavior in Bacolod City
DOI:
https://doi.org/10.69569/jip.2026.131Keywords:
Fast fashion, Consumer behavior, Generational cohorts, Marketing factors, Cultural influences, Bacolod CityAbstract
Fast fashion continues to grow in the Philippines because of its low prices, rapid production, and trend-driven appeal, yet it also contributes to environmental degradation and disposable consumption habits. This study aimed to identify the psychological, cultural, marketing, and ethical factors that predict fast fashion consumer behavior in Bacolod City, Negros Occidental. Using a non-experimental descriptive-correlational design, data were gathered from 387 purposively sampled recent fast fashion buyers aged 18 to 59 through a face-to-face Likert-scale survey, and the responses were analyzed using multiple linear regression. The findings showed that marketing factors had the strongest influence on consumer behavior, followed by ethical and sustainability factors, psychological factors, and cultural factors. Generation Z, female participants, currently enrolled college students, and respondents with lower income levels consistently reported higher influence scores across demographic groups. Among all variables, cultural factors were the only significant predictors of fast fashion spending, with higher cultural scores linked to lower spending. The critical findings from the analysis indicate that the final model is statistically significant. Importantly, the coefficient of determination (R²) is 0.020, indicating that cultural factors account for 2.0% of the variance in average spending, suggesting that while cultural influences have some impact on spending, they explain only a small portion of the overall variance. The study suggests that multiple interacting influences shape fast fashion consumption.
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