Cancel Culture och köpintentioner : En kvantitativ studie inom fast fashion

Sammanfattning

Date: 2026-06-03 Level: Bachelor thesis in Business Administration, 15cr Institution: Faculty of Philosophy and the Department of Economics and Mathematics Authors: Lana Hassanpour (04-06-13), Miran Shan Sevgin (04-09-24) Title: Cancel Culture and Its Impact on Consumer Purchase Intentions: A quantitative study within the fast fashion industry Supervisor: Lennart Haglund Keywords: Cancel Culture, purchase intentions, fast fashion, consumer behavior, social media, Theory of Planned Behavior (TPB) Research question: 1. How is Cancel Culture related to consumer purchase intentions within the fast fashion industry? 2. To what extent do criticism and boycott-calls on social media lead to long term changes in consumption behavior? Purpose: The purpose of this study is to examine the relationship between cancel culture and consumer purchase intentions within the fast fashion industry. The study particularly focuses on how criticism and boycott calls on social media influence consumers’ intentions to continue or refrain from purchasing from fast fashion companies. Method: This study applies a quantitative research approach using a survey-based method. Data were collected through an online questionnaire distributed to consumers aged 18–35 who use social media and purchase from fast fashion companies. The collected data were analyzed using descriptive statistics, correlation analysis, regression analysis, and reliability testing based on the Theory of Planned Behavior (TPB). Conclusion: The study concludes that cancel culture is related to consumer purchase intentions within the fast fashion industry, mainly through social influence. Subjective norms had the strongest connection to consumers’ reactions, while attitude showed a weaker relationship and perceived behavioral control had no significant effect. The findings also show that criticism and boycott calls on social media can lead to both short-term and more long-term changes in consumption behavior, depending on the individual. Overall, the study suggests that cancel culture within fast fashion is strongly shaped by social norms, public opinion and digital group dynamics.