Strategic spontaneity and cognitive buffering in ultra-fast fashion consumption: Extending the S-O-R framework through Dual-process theory

Temu and Shein have emerged as leading ultra-fast fashion (UFF) online retailers, experiencing rapid growth in recent years. These platforms have transformed how consumers discover, evaluate and purchase fashion products. Although many millennials express concern about ethical and sustainability issues, these concerns do not always translate into purchasing behaviour, creating a value-action gap. This study explores factors influencing UFF consumption among Australian millennials via 20 semi-structured interviews. Drawing on the Stimulus-Organism-Response (S-O-R) framework and Dual Process Theory (DPT), the analysis identified eight drivers of UFF engagement: affordability, convenience and routine, promotions and fear of missing out (FOMO), social media and fashion trends, novelty and retail therapy, product variety and personal style, social validation and peer influence, and sustainability awareness alongside purchase justifications. Participants frequently described their purchases as spontaneous. However, their accounts also revealed evidence of planning, which included maintaining wish-lists, monitoring discounts, and saving items in digital carts. This pattern is conceptualised as strategic spontaneity, where seemingly impulsive purchases are supported by prior preparation. The findings also suggest that consumers manage sustainability concerns through cognitive buffering, enabling continued engagement with UFF despite awareness of its ethical and environmental consequences. The study offers implications for marketers, platform designers, and policymakers.