Date of Award

Spring 2024

Degree Type



Moore School of Business

Director of Thesis

Dr. Wolfgang Messner

Second Reader

Dr. Juliana Mansur


Fast fashion is an emerging method of production in the apparel industry that is characterized by lower-quality materials and faster production timelines than the traditional methods of producing clothing. It is becoming a trending topic in modern business due to its negative social and environmental impact, as brands that use fast fashion production processes are constantly being criticized for inhumane labor practices and large amounts of textile waste.

This research proposes two models using a survey as its main research method. The first model determines how financial situation, collectivism as a cultural value, and education level impact whether social media and fashion trends influence purchase behavior of fashion. The second model determines how the financial situation, collectivist cultural value, and value of durability of an individual impact whether they consider the social and environmental practices of a company as factors that influence their interest in purchasing from a fashion brand.

The survey was conducted among university-aged students in major cities of Brazil, ultimately finding that for this population, there is a negative correlation between education and social media impacting purchase decisions. Survey data also concluded that there was a significant negative correlation between financial situation and conducting research on social and environmental practices of a company before purchase. A higher cultural value of collectivism on an individual level is positively correlated with this research as an influence of purchase.

This research ultimately serves as a case study for how purchase behavior is impacted by both cultural and demographic factors for college students in Brazil. It can inform marketing practices for both fast fashion and sustainable fashion companies selling to Brazilians, eventually serving as a model for how fashion and apparel brands can become more economically, socially, and environmentally responsible.

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© 2024, Lucie S. Speck