ATTITUDE, SUBJECTIVE NORMS, AND PERCEIVED BEHAVIORAL CONTROL TOWARDS FAST FASHION BUYING BEHAVIOR AMONG ADULTS IN KLANG VALLEY

Abstract

The primary purpose of this study was to determine the correlation between attitude, subjective norms, and perceived behavioral control towards fast fashion buying behavior among adults in Klang Valley, Malaysia. Two hundred eleven adults participated in this study, and volunteers administered the participants. The data were collected through a set of self-administered questionnaires. The finding demonstrated that there is a significant relationship was found between attitude (r=.872, p=.000), subjective norms (r=.771, p=.000), and perceived behavioral control (PBC) (r=.766, p=.000) towards fast fashion buying behavior. Findings from this study suggest that personal factors like attitude, subjective norms, and PBC can significantly correlate with fast fashion buying behavior. Therefore, policymakers, activists, and consumers should collaborate to raise awareness and initiatives towards fast fashion buying behavior and its adverse impacts on our economy and environment. It is recommended for future research to consider other predictive variables that can influence fast fashion buying behavior.

Keywords: Fast fashion, Attitude, Subjective norms, Perceived behavioral control, behavior.