Published Paper Details:

In an age defined by rapid digitalization and evolving consumer expectations, the essence of speed has become central to consumption patterns, particularly among younger population. This study explores the role of speed in shaping consumer behaviour, with a sectoral focus on fast fashion, within the broader framework of India's accelerating lifestyle dynamics. Employing a mixed-methods research design, the study integrates structured surveys and thematic analysis to understand generational attitudes toward speed-driven consumption. Key findings indicate that while speed is a visible characteristic of the fast fashion model, it is not a statistically dominant factor influencing purchasing decisions; factors like price, quality, and trendiness hold greater weight. However, significant associations were found between speed preference and variables like age and frequency of impulsive purchases, suggesting that lifestyle rhythm and emotional triggers may shape these preferences more than income, gender, or employment status. The study contributes to the understanding of contemporary consumer behaviour, offering insights into how businesses might navigate the tension between accelerated consumption and the emerging shift toward ethical and sustainable choices.