The Influence of Brand Identity on the Purchase Intention of Fashion Brands of Beijing High School Students - A Study of Beijing High School Students’ Identity with Fast Fashion and Slow Fashion

This study examines high school students’ views on fast and slow fashion brands, highlighting a gap in sustainable brand recognition among adolescents. It focuses on how brand identity influences purchasing intentions in this demographic, providing insights for youth-oriented sustainability strategies in the fashion industry. The research employs a systematic literature review of fast fashion’s environmental impacts, slow fashion principles, and adolescent consumer psychology, including preferences and sustainable engagement trends. Additionally, it analyzes secondary data and surveys on brand identity’s effects on behavior, revealing trends and gaps in sustainable fashion consumption among youth. The findings show that brand identity significantly impacts students’ perceptions and purchasing intentions. Fast fashion’s low cost and style variety attract attention, yet environmental concerns are increasing. Conversely, slow fashion appeals to eco-conscious students but lacks awareness. The results indicate that sustainable brand identities can enhance student attitudes, suggesting an opportunity for brands to connect with youth through responsible marketing. This research emphasizes the importance of promoting sustainable values to boost youth engagement as they prioritize environmental responsibility and quality in fashion choices.