Marketing and social influence of fashion on clothing purchase behavior of consumers

Zaza Gigauri
Additional contact information
Zaza Gigauri: Caucasus International University, Faculty of Business and Technology,Tbilisi,Georgia

Romanian Journal of Economics, 2024, vol. 58, issue 1(67), 30-44

Abstract: The importance of the influence of fashion on sustainable consumption has increased recently. Fashion companies have found themselves in the public eye as the media spreads news about social and environmental issues related to the clothing industry. For this reason, scholars and practitioners have devoted close attention to sustainable fashion marketing. This research aims to explore the influence of fashion marketing on consumer purchase decisions and discuss the factors affecting consumer behavior in relation to clothing. The survey is based on a structured questionnaire distributed online, in which 202 consumers participated. The research results confirm that consumers'choice of clothing is highly influenced by the marketing campaign of the fashion industry. Furthermore, the findings identify consumer attitudes towards clothing and fashion in Georgia.

Keywords: Fashion marketing; consumer behavior; social influence; sustainability; Georgia (search for similar items in EconPapers)
JEL-codes: D12 M14 M31 (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.revecon.ro/articles/2024-1/2024-1-3.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ine:journl:v:58:y:2024:i:67:p:30-44

Access Statistics for this article

Romanian Journal of Economics is currently edited by Institute of National Economy

More articles in Romanian Journal of Economics from Institute of National Economy Contact information at EDIRC.
Bibliographic data for series maintained by Valentina Vasile ().