الدوافع الاجتماعية و السيكولوجية المؤثرة على النزعة الاستهلاكية للموضة السريعة لدى المرأة السعودية

الملخص EN

Over the last decade, the international recognition of sustainability has been growing in many disciplines, including fashion and textiles discipline.

The fast fashion industry is one of the most unsustainable and polluting industry that impede the sustainability in the industry.

Since the consumer is the center of this fashion industry, it is important to understand how fast fashion affects consumers around the world, which in turn will contribute to raising the awareness about ethical consumption and promoting sustainable fashion.

Thus, the purpose of this research was to identify the psychological and the social motives that affects fast fashion consumerism among Saudi females' consumers.

A quantitative descriptive method approach was applied to collect the data via web-based survey from 600 Saudi females from various social and cultural backgrounds.

To measure the research hypotheses, a measurement model was developed by conducting the confirmatory factor analysis (CFA) and the structural equation modeling (SEM) using SPSS & Amos software.

Finding reveled significant differences between the psychological and the social motives that affects fast fashion consumerism among Saudi females' consumers.

It was found that the psychological motives have the strongest influence on the consumerism of fast fashion among Saudi females.

As for the demographic factors, the researcher found that the age and educational level are the most influential variables on consumerism of fast fashion.

The main contribution of this study is developing a measurement model which can be used to conduct more studies about consumerism on different groups of consumers.

Future work should be exploring ethical consummation and sustainable fashion among Saudi consumers.