CONSUMER BUYING BEHAVIOR TOWARDS FAST FASHION: A STUDY ON H&M WITH SPECIAL REFERENCE TO COIMBATORE

The fast fashion industry has rapidly expanded in India, driven by changing consumer preferences, global trends, and digital influence. This study explores the buying behavior of consumers towards fast fashion, with a particular focus on H&M in Coimbatore city. The research aims to understand the socio-demographic profile of consumers, key factors influencing their purchasing decisions, the role of social media and brand image, and their awareness of environmental impacts related to fast fashion. Data was collected from 102 respondents using a structured questionnaire via Google Forms, and analyzed using percentage analysis and the Chi-square test. The findings reveal that affordability, style, and trendiness are the primary motivators for purchase, especially among young consumers aged 18–25. Despite a moderate level of awareness about sustainability, consumers continue to prioritize fashion and price over ethical concerns. The study highlights the need for fashion brands like H&M to integrate sustainability with their marketing strategies and to educate consumers about responsible consumption. These insights can help retailers design more effective branding, customer engagement, and sustainability initiatives tailored to emerging urban markets. Keywords: Fast Fashion, Consumer Buying Behaviour, H&M, Sustainability, Trend-Driven Consumption, Brand Image, Environmental Awareness, Youth Fashion.