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Despite of its rapid growth, fast fashion industry is still considered as an under-researched field. Researches related to fast fashion are rare to be found, both in academic and marketing aspects. This research is conducted to serve the purpose of addressing the characteristics of consumer behavior of Coventry University students in fast fashion industry at Coventry, to analyze how the general and conventional theories of consumer behavior apply to the consumer behavior of fast fashion, and to identify the factors influencing consumer behavior of Coventry University students in fast fashion industry at Coventry. The analyses are based on the combination of the general consumer behavior theories, empirical findings from questionnaires conducted at Coventry University, and studies of fashion and fast fashion. There are 2 main terms shown in the main results: Gender as factor influencing the purchasing decision and culture and social factor influencing the purchasing decision. The two terms serve the purpose of covering the main topics according to general consumer behaviour theories. The outcome of this is further developed into marketing recommendations and offers of idea for further research.

Consumer behavior, purchasing decision, cultural and social factor, gender as influencing factor, fast fashion industry