Consumer Behaviour Towards the Fashion Industry PDF
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Published on 2015 by
Background: Fashion industry can be defined as a complicated, complex and continuously changing industry to the demands of the consumers, that are influenced by universal trends and clothing from all over the world. Due to the globalization of the markets, the range of products available for the population is bigger as well as the variety of purchasing decisions. The variables that influence consumers on this process are several and also the consequent purchasing decisions that could be divided into impulsive or planned. Purpose: The aim of this research is to quantify the impact of some variables considered as determinants in the fast fashion industry: fashion blogs and online shopping (stimuli) and ethical fashion, hedonic consumption and involvement (organism); to analyse the effect of these variables in fashion consumers and its effect on the purchase of fashion products; to find out the kind of purchase response (reason planned theory or impulsive behaviour). Method: The collection of data will be done through a quantitative research. A questionnaire will be spread through social media, family and friends, to confirm or reject the hypotheses of the study. Keywords: fashion industry, fashion blogs, online shopping, involvement, hedonic consumption, ethical consumption, planned behaviour, impulse behaviour.
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