THE BEHAVIOURAL ECONOMICS OF FAST FASHION PURCHASING AMONG YOUTH IN MALAYSIA
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Universiti Malaysia Sarawak (UNIMAS)
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The behavioural economics of fast fashion purchasing behaviour among youth in Malaysia are examined in this thesis. This study examines how psychological, social, emotional factors such as price sensitivity, peer pressure, social media influence affect the buying decisions of youth between the ages of 15 and 30. A quantitative approach is followed based on a structured survey given through Google Forms. The sample is urban youth that use social media platforms such as Instagram, TikTok, and YouTube. In order to measure the relationships between the independent variables and fast fashion purchasing behaviour, descriptive and inferential statistical techniques such as multiple regression analysis are used. This research provides findings that further the understanding of the motivations for fast fashion consumption in Malaysia, and provide insights for businesses, marketers, and policymakers to tackle fast fashion consumption behaviour and fashion sustainability issues.