Impulse buying in the fast-fashion: the role of self-control, marketing stimuli, and motivation
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2025v23n43.13362Keywords:
Mindful consumption , Self-control, Self-regulation, Fast-fashion consumption, Impulsive buyingAbstract
The dual-system model suggests that self-control and impulsivity coexist and regulate decision-making; however, this relationship has been scarcely studied in the context of consumer behavior in fast-fashion. In this regard, the present study investigates the role of self-control in impulsive buying, as well as the influence of intrinsic motivation, extrinsic motivation, and marketing actions in fast-fashion purchases. This study employed a descriptive, cross-sectional, and quantitative approach with a sample of 388 participants between 18 and 35 years of age. Exploratory and confirmatory factor analyses and the bootstrapping technique, were used to process the data and evaluate the proposed model. The results confirm that self-control acts as a regulatory mechanism between marketing stimuli, motivations, and impulsive behavior; nevertheless, its effect is partial and vulnerable to intense external stimuli. Likewise, the relationship between self-control and impulsive buying shows that, although consumers attempt to self-regulate, the fast-fashion environment encourages unplanned purchases. Finally, it is considered necessary to continue investigating the role of self-control in different contexts of impulsive buying and across diverse populations.
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