| Title | The Paradox of Consumer Engagement in Ultra-Fast Fashion Consumption |
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| Type | Journal article |
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| Authors | Sallaku, K., Adomavičiūtė-Sakalauskė, K., Rizomyliotis, I., Iazzi, A. and Christodoulou, I. |
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| Abstract | This research investigates the effects of consumer psychological motivators on engagement with social media ultra-fast fashion content while evaluating the mediating role of sustainable perceptions. Grounded in Social Identity Theory, the study employs a web-based survey and Structural Equation Modelling to analyze data from 417 USA and UK participants. Findings evidence that psychological motivators, such as Need to Belong and Fear of Missing Out, are significant drivers of engagement, while consumer sustainability perceptions mediate these relationships positively. The study suggests that consumers' psychological need for social validation and fear of exclusion can partially outweigh sustainability-oriented principles, creating a contradictory engagement pattern. We evidence the complex interaction between social identity-driven factors and sustainable consumption, shedding light on a behavioral paradox within the globalized marketing of ultra-fast fashion. |
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| Keywords | Need to Belong |
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| Fear of Missing Out |
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| Consumer Engagement |
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| Ultra-Fast Fashion |
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| Social Identity Theory |
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| Consumer Environmentalism |
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| SEM |
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| International Marketing |
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| Journal | International Marketing Review |
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| Journal citation | 42 (6), pp. 1330-1359 |
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| ISSN | 0265-1335 |
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| Year | 2025 |
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| Publisher | Emerald Publishing Limited |
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| Accepted author manuscript | File Access Level Open (open metadata and files) |
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| Digital Object Identifier (DOI) | https://doi.org/10.1108/IMR-02-2025-0053 |
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| Publication dates |
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| Published | 05 Dec 2025 |
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