Textiles, Merchandising and Fashion Design, Department of


First Advisor

Andrew Zimbroff

Document Type


Second Advisor

Jennifer Johnson Jorgensen

Date of this Version


Third Advisor

Surin Kim


Fan, Y., "Buying Behaviors of Generation X Women on Fast Fashion Products: A Mixed Methods Study" (2018). Textile, Merchandising, and Fashion Design: Dissertations, Theses, & Student Research.


A THESIS Presented to the Faculty of the Graduate College at the University of Nebraska In Partial Fulfillment of Requirements for the Degree of Master of Science, Major: Textiles, Merchandising, and Fashion Design, Under the Supervision of Professor Andrew Zimbroff, Lincoln, Nebraska: August 2018.

Copyright (C) 2018 Yiyue Fan


Fast fashion has changed the world’s fashion industry and consumer behavior extensively. Not only has the fast fashion provided “hot” products that capture the latest fashion trends from the catwalk, but has also allowed consumers purchase products with affordable prices (Su et al., 2016). Generation X is an important age group to study since it “bridged pre-digital and digital cultures, liberal and neo-conservative political swings, material abundance and economic hardship, social engagement” and has an important role in bridging baby boomers and the Millennials (Katz, 2017). A lot of literature is available about Millennials consumer buying behavior, but very little empirical research is available in regards to Generation X consumers.

The purpose of this thesis is to investigate and analyze the buying behaviors of the Generation X women on fast fashion products by using mixed methods study. For the quantitative phase of the study, the stimulus-organism-response (S-O-R) model was used as a theoretical framework to guide the quantitative phase of the study. Quality, price, availability of the products, and social influence were identified as stimuli. Emotion and cognition were identified as the organism. Total of 247 valid survey responses were analyzed through SPSS. Quality, availability of the products, and social influence were found have the significant impact on consumers’ emotion and cognition toward fast fashion buying behaviors. Price was found to have no impact on consumers’ cognition towards fast fashion buying behavior. For qualitative phases, four interviews were conducted through the phone with individuals who work in the fast fashion industry currently to provide different perspectives drawn from industry aspect.

This study analyzed an important part of fast fashion industry consumers which is the Generation X women. The findings of this study extended existing knowledge about consumers’ buying behaviors of fast fashion products, especially women from age 35 to 55, by understanding the needs and wants. Importantly, this research will educate retailers in deciding on whether an industry is fulfilling its responsibility to their consumers and community.

Advisor: Andrew Zimbroff