Influencer marketing in fast fashion: effects on consumer purchase intention

Purpose Influencer marketing is becoming increasingly important in consumer decisions, especially in the fast fashion industry, an industry traditionally characterised by high price sensitivity. This study aims to explore the influence of influencer marketing on consumers’ purchase intentions using an extended version of the Theory of Planned Behaviour (TPB). Instead of treating price and trust as separate factors, the study conceptualises attitude formation as a relational process in which trust acts as a key driver of evaluation. Design/methodology/approach A quantitative methodology was adopted, using an online questionnaire (n = 226), and the data were analysed through partial least squares-structural equation modelling (PLS-SEM). Findings The results reveal that attitude, based on trust and perceived behaviour control, is a determinant of purchase intention, while price and subjective norms have no direct effect. Trust in influencers emerges as a determinant of attitude, appearing more influential than price in shaping consumer evaluations in the fast-fashion context. Research limitations/implications The current study has relied on a small sample and targeted only one segment of the audience, and its results may not generalise to the broader audience. A large sample of consumers and influencers would help provide a comprehensive view of influencer marketing results. Practical implications Brands should adopt influencer recommendations more naturally and directly for consumers. The results reveal that, rather than a transactional approach, a more relational and emotional approach should be adopted to strengthen the consumer’s connection with the brand. Originality/value This research applies SEM to investigate the roles of trust and attitude in shaping purchase intentions for fast fashion, extending prior research that has traditionally emphasised that price is the principal contributor to purchase intentions. This research aims to close the gap in the TPB by considering trust and price as predictors of attitude. The study indicates that trust appears to have a stronger influence than price in shaping purchase intentions through attitude, making an original contribution to the theory by qualifying the classical asymmetric emphasis on price’s impact. The research examines the ethics of influencer marketing, including greenwashing, overconsumption and the need for authenticity in brands’ influencer marketing.