EFFECT OF FASHION CONSCIOUSNESS ON STATUS-BASED CONSUMPTION: EXAMPLES OF UNIVERSITY STUDENTS

ÜNİVERSİTE ÖĞRENCİLERİ ÖRNEĞİ

Abstract

When consumer behaviors are examined, it is seen that there are many psychological factors affecting the purchasing decisions of individuals. The concept of fashion stands out as one of these elements. As the phenomenon of fashion becomes part of the lives of consumers and shapes the daily consumption decisions, it has become important to examine the purchasing behaviors of the products defined as fashion. While influencing fashion, social or individual behaviors, it is an important factor how much consumers want to be associated with fashion in the fashion buying behavior. In many countries, the many choices produced for the consumer have led to the spread of fashion consciousness through the development of the media. Under the competitive conditions of today, understanding the consumer behaviors that play a role in the process of fashion awareness spread, provide the distinctive advantages to retail and brand creators in the fashion buying process. The aim of this study is to determine the effects of fashion consciousness on status based consumption trends of university students studying in different departments. As a result of the analysis, it was determined that the fashion conscious had a 42.6% increase in status-based consumption.