The measurements of fast fashion avoidance beliefs were based on Kim et al.

For example, Blazquez et al. [4] examined consumer intentions toward sustainable fashion in the Spanish fashion industry, while Blasi et al. [21] explored the correlation between eco-friendliness and fashion brands’ perceptual attribute (e.g., luxury, high, and fast fashion brands) using Twitter data. Stringer et al. [20] investigated the effect of consumer values and ethical concern within the fast fashion industry on purchase intentions toward fast fashion. Noh and Mortimer [22] revealed apparel brands’ sustainability efforts on consumers’ brand loyalty with three different brand types, including fast fashion brands. Besides this, several studies have focused on consumer behavior, which highlights the gap between perceptions, attitudes, and behaviors toward fast fashion brands [4,23,24].