“Sorry, I couldn’t give up shopping!” how live streaming urge consumers towards impulsive fast fashion purchases / Nurhidayah Rosely, Siti Rosnita Sakarji and Ayu Kamareenna Abdullah Thani

The emergence of the fast fashion industry that promising consumer to stay “in vogue” and “instyles”, lead to impulsive purchase behaviour, which poses the greatest challenge for the nation in promoting sustainable consumption practices. Hence, the existence of the social media live streaming platform creates a waste and diachronic consumption phenomenon as consumers engage in splurge and irrational buying behaviour while joining the livestreaming. This conceptual paper is intended to explore the role of social media live streaming and impulsive purchase behaviour in fast fashion consumption. Following the literature review, consumers’ involvement in fast fashion consumption is driven by the intense feeling of intimacy during the livestreaming, which create an urge feeling to purchase fast fashion goods impulsively. Furthermore, this paper provided a basis to further explore consumers’ cognitive and affective states in order to rationalise their excessive consumption patterns during real-time interactivity, which could impede sustainable fashion consumption practices. The purpose of this paper is to uncover fashion consumers’ coping strategies in dealing with impulsive purchase behaviour from the Cognitive Dissonance Theory. This paper is conceptual paper which presents a framework of coping strategies and cognitive processes on consumers’ impulsive purchase behaviour. This study explores the role of livestreaming e-commerce platform towards impulse purchase behaviour in the context of fast fashion which impede towards sustainable fashion consumption. This paper also utilizing Cognitive Dissonance Theory (CDT) to discuss how consumers justify their impulsive purchase behaviour as a rationale consumption practice. The paper provides new insights into the concept of coping strategy of fashion consumers’ impulse purchase by utilizing Cognitive Dissonance Theory (CDT), and the role of livestreaming e-commerce in promoting the unsustainable consumption practice. The paper is a conceptual paper and researchers are encourage to conduct empirical study to explore the propose framework and concept further. The paper provides the insights on consumers level of awareness on sustainable consumption to policy makers and government in educating and enhance consumers and society’s awareness on the importance of sustainable fashion consumption. The coping strategy and fashion consumers’ cognitive processes framework on impulsive purchase, as well as to extend literature on fast fashion and sustainable fashion.