This study explores the determinants of green purchase intention in the fast fashion industry and their variations across consumers in different countries. Research questions and hypotheses were developed based on an extensive literature review, focusing on customer value, social influence, attitude, personal norms, and cultural differences. Quantitative research was conducted, collecting data from fast fashion consumers. Statistical techniques, including regression analysis, were used to analyze the data and examine the relationships between determinants and green purchase intention.
Results showed mixed findings. Perceived market influence, attitude, and personal norms had a significant positive impact on green purchase intention. However, hedonic value, utilitarian value, differential value, and user-generated content did not significantly influence green purchase intention. These findings highlight the importance of customer value and user-generated content in the overall consumer decision-making process, contributing to shopping experiences and brand differentiation. Additionally, cultural differences influence green purchase intention differently across countries.
The study provides valuable insights for marketers, emphasizing the significance of perceived market influence, attitude, and personal norms. However, it also calls for a deeper understanding of customer value, user-generated content, and cultural differences. This research contributes to existing knowledge by elucidating consumer behavior in the context of green purchase intention in fast fashion. Future research can explore moderating effects of consumer segments and cultural contexts on green purchase intention.

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