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Romanian Young Adults' Attitudes Regarding Luxury Fashion Brands: A Behavioral Identity Perspective

Andreea-Ionela Puiu
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Andreea-Ionela Puiu: The Bucharest University of Economic Studies, Romania

International Journal of Applied Behavioral Economics (IJABE), 2021, vol. 10, issue 1, 1-21

Abstract: The luxury fashion market has gained significant notoriety in the actual Romanian society, attracting the interest of consumers from heterogeneous societal structures. Despite the existing financial constraints, the monthly amount spent on clothes slightly increased in the last years in the Romanian space, with consumers becoming more interested in investing more money on luxury fashion brands. However, there is limited research conducted on the behavioural motives that underly attitudes regarding luxury fashion brands among young adults. The present article proposes to investigate the social mechanisms that underly young adults' attitudes toward luxury fashion brands. The applied statistical procedures revealed that the fashion innovativeness partially mediates the relationship among the need for uniqueness and consumers attitude regarding luxury fashion goods. Also, fashion innovativeness is not a significant mediator in the relationship between proneness to normative and informative influence and consumer attitude toward luxury fashion brands.

Date: 2021
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