Hyper-impulsive consumption of fast fashion: a grounded theory approach

Abstract

With the rise of fast fashion and consumerist culture, the pandemic has intensified impulse buying tendencies among consumers globally. While Impulsive Buying Behavior (IBB) has been a focal point of research across many disciplines, the intersection of impulsive buying and hyperconsumerism has not been studied extensively, especially in the context of the pandemic. Moreover, the pervasive nature of fast fashion created a culture that encourages consumers to make frequent and impulsive purchases and indulge in hedonistic practices to counteract the negative impact of the pandemic, perpetuating the cycle of 'hyper-impulsive consumerism'. As pandemic-induced uncertainty has activated the vulnerable psyche of consumers, it becomes imperative to examine the situational and complex psychological roots of hyper-impulsive consumerism in order to combat the vicious circle of negative consequences on consumers, the environment, and society in general. This thesis aims to diagnose the main drivers and potential consequences, leveraging upon certain theories of cognitive psychology, environmental studies, and marketing. Embracing a grounded theory approach to develop the framework based on consumers' lived experiences, the research design would employ a qualitative methodology consisting of semi-structured interviews to gain a holistic understanding of antecedents and triggers, and potential implications of this phenomenon including consumer and environmental ill-being.