However, is this series of attempts by fast fashion retailers enough to change consumers’ minds? The question remains open, and few studies have explored it [20]; thus, we have limited information to diagnose the effectiveness of sustainable strategies by fast fashion retailers from a consumer perspective.

Surveys were conducted in the capital cities of Seoul and Madrid to compare the fast fashion avoidance between Korea and Spain, respectively.

The measurements of fast fashion avoidance beliefs were based on Kim et al.

RQ1. We will examine the conceptual structure of fast fashion avoidance beliefs in Korea and Spain.RQ2. We will identify the effects of negative beliefs on the anti-consumption behavioral intention towards fast fashion in Korea and Spain.

For example, Blazquez et al. [4] examined consumer intentions toward sustainable fashion in the Spanish fashion industry, while Blasi et al. [21] explored the correlation between eco-friendliness and fashion brands’ perceptual attribute (e.g., luxury, high, and fast fashion brands) using Twitter data. Stringer et al. [20] investigated the effect of consumer values and ethical concern within the fast fashion industry on purchase intentions toward fast fashion. Noh and Mortimer [22] revealed apparel brands’ sustainability efforts on consumers’ brand loyalty with three different brand types, including fast fashion brands. Besides this, several studies have focused on consumer behavior, which highlights the gap between perceptions, attitudes, and behaviors toward fast fashion brands [4,23,24].

we raise two research aims: (1) to examine the conceptual structure of fast fashion avoidance beliefs in Korea and Spain and (2) to identify the effects of negative beliefs on the anti-consumption behavioral intention for fast fashion in Korea and Spain.

In this regard, we need to explore why people are reluctant to purchase and consume fast fashion to understand the current status and suggest prospects for the fast fashion industry in the future. The purpose of the current study is to explore global consumers’ anti-fast fashion consumption.

This study aims to explore the conceptual structure of fast fashion avoidance beliefs that have led to the anti-consumption of fast fashion.