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The ethics of the fast fashion industry have been called into question with the emergence of new consumption paradigms, such as anti-consumerism and sustainable consumption. This study aims to explore the conceptual structure of fast fashion avoidance beliefs that have led to the anti-consumption of fast fashion. Data were collected from female consumers aged between 20 and 39 years with experiences of purchasing fast fashion brands in Korea and Spain. The structure of avoidance beliefs was compared through second-order factor analysis, and the data were analyzed using multiple regression. The structure of avoidance beliefs showed satisfactory validity and reliability in Korea, whereas deindividuation and foreignness were not included as negative beliefs in Spain. An analysis of the association between negative beliefs and anti-consumption showed that deindividuation and foreignness had positive effects on the anti-consumption of fast fashion in Korea. In Spain, poor performance and irresponsibility had positive effects, while overly trendy style had a negative effect on the anti-consumption of fast fashion. These findings contribute to the literature on anti-fast fashion consumption as part of the ethical apparel consumption movements. We can understand global consumers’ anti-consumption of fast fashion, diagnose the current status of fast fashion in the global market, and even suggest future directions for fast fashion retailers.

Fast Fashion Avoidance Beliefs and Anti-Consumption Behaviors: The Cases of Korea and Spain