Aspects influencing purchasing decision, based on fashion purchasing attitudes

Abstract

PURPOSE: Authors have set a research goal to describe most important aspects when making a purchasing decision, based on fashion purchasing attitudes.

DESIGN/METHODOLOGY/APPROACH: In order to verify this hypothesis, quantitative research was carried out on a representative group of people purchasing clothes. Data were gathered in Poland.

FINDINGS: As a result, it was found that non-price aspects are not particularly important to buyers. Therefore, given the educational role of marketing in the area of sustainable purchasing, further efforts by enterprises in terms of education and awareness-raising are necessary.

PRACTICAL IMPLICATIONS: Sustainable approach to the economy is not only political and macroeconomic. The topic of sustainable management of entities has been strongly present in them for many years, e.g., due to the implementation of the Sustainable Development Goals (SDGs). These issues also apply to consumers, the choices they make in their purchasing decisions.

ORIGINALITY/VALUE: It was presumed that the fashion sector consumers are more focused when making purchasing decisions on non-price aspects related to the trends of the sustainable, circular economy and sharing economy.