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Despite of its rapid growth, fast fashion industry is still considered as an under-researched field. Researches related to fast fashion are rare to be found, both in academic and marketing aspects. This research is conducted to serve the purpose of addressing the characteristics of consumer behavior of Coventry University students in fast fashion industry at Coventry, to analyze how the general and conventional theories of consumer behavior apply to the consumer behavior of fast fashion, and to identify the factors influencing consumer behavior of Coventry University students in fast fashion industry at Coventry. The analyses are based on the combination of the general consumer behavior theories, empirical findings from questionnaires conducted at Coventry University, and studies of fashion and fast fashion. There are 2 main findings of this study. Gender has no influence on students' purchasing decisions. Whereas, culture has an influence on students' purchasing decisions in Conventry University. The findings of this study are further developed into marketing recommendations and offers of idea for further research.
Sari et al. (Mon,) studied this question.