Psychological Drivers and Behavioral Outcomes of Fast Fashion Consumption: A Meta-Analytic [version 2; peer review: 2 approved]

This study employs a meta-analytic approach to synthesize empirical evidence on the psychological and behavioral determinants of fast fashion consumption. Integrating the Theory of Planned Behavior (TPB) with brand-related constructs—perceived scarcity, perceived quality, and self-congruity—this research examines how these factors shape consumer attitudes, subjective norms, perceived behavioral control, consumption intentions, brand loyalty, and word-of-mouth. Using studies published between 2004 and 2024, a random-effects meta-analysis reveals that brand attitude is the strongest predictor of purchase intention, while self-congruity with fashion brands significantly enhances all TPB components. Perceived quality exerts a cross-cutting influence on both cognitive and social evaluations, reinforcing the multidimensional nature of consumer judgments. The findings extend the TPB framework by embedding symbolic and perceptual brand dimensions, offering a more comprehensive explanatory model of fashion consumption. From a managerial perspective, the results suggest that marketing strategies emphasizing authentic scarcity cues and alignment with consumers’ self-identity can strengthen emotional attachment, perceived control, and loyalty. The study concludes with theoretical and practical implications for designing culturally sensitive and identity-driven branding strategies in the fast fashion sector.