How much is too much? Journey from compulsive buying to addiction of fashion products

Abstract

Purpose – Overconsumption of fashion products is a critical issue in the global fashion industry, leading to discrete and intertwined issues. The ever-changing micro-trends, impulsive buying, overproduction and overconsumption are some critical concerns discussed by the practitioners. This paper aims to unravel the mystery behind everyday urges that fashion consumers experience and their impact on consumer well-being. Design/methodology/approach – The proposed conceptual framework is empirically validated using quantitative data collected from 214 fashion consumers. The current study uses a structural equation modelling approach. Findings – The findings of the study indicate a strong relationship between hyper-consumerism,materialism and overconsumption, with compulsive buying further leading to behavioural addiction. Further, the study validates that behavioural addiction among fashion consumers is strongly associated with the consumer’s well-being. To effect meaningful change in the fashion industry, a comprehensive transformation is needed for the consumer-led society. Research limitations/implications – In a holistic consumption environment, this paper projects consumers at the core, where brands and institutions contribute to developing a culture of mindful consumption by fostering consumption virtues among modern consumers. It involves not only controlling the overproduction factor but also challenging deeply ingrained sociocultural patterns that have normalised overconsumption, waste and unsustainable fashion lifestyles. Originality/value – This research is unique in itself as it captures changing consumer patterns that are not actively observed, and thus, their repercussions go unnoticed. Existing studies that have studied the relationship between consumption and well-being have not necessarily taken into account the role of habits and constraints in shaping consumer behaviour.