Dress to Impress or Distress! The Value Conflict Behind Gen Z’s Fast Fashion remorse

Abstract

The purpose of the study is to investigate the factors determining Gen Z’s intention to discontinue fast fashion (FF) brands. The conceptual model is based on cognitive dissonance theory and push-pull-mooring (PPM) framework. Young buyers in developing nations often experience remorse due to a conflict between their fashion aspirations and values. According to the results, ascribed responsibility (AR) significantly impacts buyer remorse (BR), whereas knowledge of greenwashing (KW) has no significant impact on BR. Both quality of product (QP) and social influence (SI), have a significant impact on BR. Environmental concern (EC) does not significantly influence BR. BR has a significant impact on both the willingness to pay for sustainable alternatives (SA) and the intention to discontinue fast fashion. Brands must prioritise social influence, community development, and accountability to align with the values of Generation Z. FF brands may reduce buyer’s remorse by following sustainable methods and encouraging transparency in their marketing communications.