College - Author 1

College of Liberal Arts

Department - Author 1

Communication Studies Department

Degree Name - Author 1

BA in Communication Studies



Primary Advisor

Bethany Conway, College of Liberal Arts, Communication Studies Department


This study investigates the impact of perceived attitudes and behaviors with regards to fast fashion and consumerism amongst Cal Poly students. Drawing on the Theory of Reasoned Action and Planned Behavior, the research measures student’s perceived facilitation, beliefs, and the influence of subjective norms towards consumption of fast fashion. The literature review establishes the theoretical framework, highlighting the importance of the Theory of Reasoned Action and Planned Behaviors. The study’s method involves a 17 item questionnaire administered to 108 participants. Half of the participants, 53, were randomly assigned to either a persuasive message or no message at all. The group with no message is the control group. After participants completed the study, the results found that the hypothesis was incorrect because there was an insignificant difference in behaviors amongst the two groups. The study contributes to the understanding of trends in students’ behaviors and shopping motivations and the effectiveness of the TRA/TPB.