Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14365/1798
Title: Fashion consumption during economic crisis: Emerging practices and feelings of consumers
Authors: Ertekin, Zeynep
Oflac, Bengu Sevil
Serbetcioglu, Cemre
Keywords: Fashion
anti-consumption
economic crisis
consumer behavior
qualitative
Anti-Consumption
Materialism
Resistance
Brand
Sustainability
Motivations
Management
Behavior
Self
Publisher: Routledge Journals, Taylor & Francis Ltd
Abstract: Economic crisis has a significant impact on consumption practices and the way consumers justify their consumption patterns. Particularly in the field of fashion, consumers face a conflict between desire to consume due to rapidly changing fashion trends and coping with the decrease in purchasing power due to the economic crisis. Semi-structured interviews were carried out to gain a deeper understanding of how the economic crisis affects consumers' fashion consumption behavior and the alternative consumption practices that emerge. The research further sheds light on the underlying feelings involved due to changes in consumption patterns. Some of the themes that emerge-reuse, reduce, and reject-are in line with earlier findings on anti-consumption but this time the motives of the consumers are non-voluntary. The findings also contribute to anti-consumption literature by introducing three new themes: refind alternative channels, reconsider, and rely on discounts. The study further shows that there are both positive and negative feelings associated with changes in consumption behavior due to economic crisis. Along with understanding the adaptations in consumption behavior, anticipating these conflicting emotions resulting from crisis related anti-consumption is important for marketers and retailers who are concerned about developing appropriate responsive strategies.
URI: https://doi.org/10.1080/20932685.2020.1754269
https://hdl.handle.net/20.500.14365/1798
ISSN: 2093-2685
2325-4483
Appears in Collections:Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection
WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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