The paradox of consumer engagement in ultra-fast fashion consumption

Purpose This research investigates the effects of consumer psychological motivators on engagement with ultra-fast fashion content on social media while evaluating the mediating role of sustainable perceptions. Design/methodology/approach Grounded in Social Identity Theory, the study employs a web-based survey and structural equation modelling to analyze data from 417 participants in the USA and UK. Findings evidence that psychological motivators, need to belong and fear of missing out, are significant drivers of engagement, while consumer sustainability perceptions mediate these relationships positively. Findings Findings suggest that consumers' psychological need for social validation and fear of exclusion can partially outweigh sustainability-oriented principles, creating a contradictory engagement pattern. The study evidences an intricate interaction between social identity-driven factors and sustainable consumption, shedding light on a behavioural paradox within the globalized marketing of ultra-fast fashion. Originality/value We offer valuable insights into how psychological and ethical factors interact to shape consumer engagement in global digital markets across two distinct countries: United Kingdom and United States. We also offer implications for managers who aim to find a delicate balance between sustainability imperatives and high volumes of consumer demand internationally for their brands.