Speaker at the AUB Human Symposium

Activity: Talk or presentation typesInvited talk

Description of Activity

Exploring young consumer attitudes and behaviour towards consumption in the fashion sector.

The purpose of this study was to understand young consumer attitudes and behaviours toward fashion consumption. External influences and background factors that affect motivations to consume were identified using the reasoned action approach [RAA] (an information processing model of consumer choice) by identifying positive and negative impacts on the fashion sector. Young generation consumers are often linked to negative consumption behaviour by the media, making the topic particularly pertinent at this time. This research encompasses the social study of young consumer attitudes and behaviours, relating to consumer research; therefore, an interpretivist approach is used focussing on qualitative research, comparing primary and secondary data. Key concepts, sub concepts and themes relating to young consumers attitudes and behaviours towards fashion consumption were then identified and corroborated.
Young consumers consumption patterns have changed, with the data revealing a number of emerging themes at the pre-purchase and purchase stage (positive and negative); these complex themes relate to the RAA and confirm that individual meanings and motives are impacting the decision-making process. The research was limited to young consumers with some knowledge of the fashion industry. The results might be different across a wider educational and geographical area. The research looked specifically at the attitudes and behaviours of fashion students and sought to recognise any influences on consumptive behaviour without pre-determining their prior conscious attitudes. Future research could incorporate longitudinal and statistical studies particularly in further relation to social media usage and a preference for online shopping.

The research findings have implications for UK policy makers, retailers and educators; impacting on the wider society. By understanding young consumers views towards fashion consumption; the research could support policy makers and businesses to develop alternative industry models, strategies and policies. This may encourage conscious consumption and create positive communications from business to consumer (B2C). Understanding young consumer attitudes and behaviour are critical to the impact on the wider society and the environment and will help to shape business practice and consumer awareness towards positive consumption in the future.

Keywords – young-generation consumer; attitudes and behaviour; decision making; fashion consciousness; conscious consumption; marketing communications.
Period26 Feb 201927 Feb 2019
Event titleAUB Human - Symposium: Who Am I?
Event typeConference
LocationPoole, United KingdomShow on map


  • attitudes and behaviour
  • conscious consumption
  • decision making
  • fashion consciousness
  • marketing communications
  • young-generation consumer