IDEAS home Printed from https://ideas.repec.org/a/ine/journl/v58y2024i67p30-44.html
   My bibliography  Save this article

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

Author

Listed:
  • Zaza GIGAURI

    (Caucasus International University, Faculty of Business and Technology,Tbilisi,Georgia)

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.

Suggested Citation

  • Zaza GIGAURI, 2024. "Marketing and social influence of fashion on clothing purchase behavior of consumers," Romanian Journal of Economics, Institute of National Economy, vol. 58(1(67)), pages 30-44, June.
    • Handle: RePEc:ine:journl:v:58:y:2024:i:67:p:30-44
    as

    Download full text from publisher

    File URL: http://www.revecon.ro/articles/2024-1/2024-1-3.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Fashion marketing; consumer behavior; social influence; sustainability; Georgia;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ine:journl:v:58:y:2024:i:67:p:30-44. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Valentina Vasile (email available below). General contact details of provider: https://edirc.repec.org/data/inacaro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.