Targeting impulsive buying: Reducing fast-fashion consumption with inhibitory control training

Overconsumption is a major driver of climate change, with the clothing industry—particularly the fast-fashion model—playing a critical role. Given that fast-fashion consumption is largely driven by impulsive purchasing, we tested whether go/no-go training could help people reduce their purchase of fast fashion. In two experiments, an incentive-aligned online experiment (Study 1; N = 97) and a longitudinal field experiment (Study 2; N = 570), we showed (a) that the training reduced fast-fashion consumption (Studies 1 and 2); (b) that this effect persisted over the course of six weeks (Study 2), and (c) that the effect went beyond that of a purely informational strategy (Study 2). These findings demonstrate the value of inhibitory control training for fostering pro-environmental behaviour in a domain that is largely determined by impulsive decisions. Furthermore, these results have actionable implications for public policy and indicate that adding more behaviourally oriented components – such as inhibitory control training – can enhance the effectiveness of informational approaches. • A high proportion of clothing consumption results from impulsive buying decisions. • Training inhibitory control reduces fast fashion shopping. • The effect of the training extends beyond that of an informational approach. • Combining both approaches could help bridge the intention–behaviour gap.