Factors Influencing Purchasing Behaviour for Clothing by Adolescents: Implications for Their Food Purchasing

During adolescence physical, psychological and social changes in human development occur that may be reflected in the purchasing behavior for clothing and food. This research examines the factors influencing the purchasing behavior of adolescents for clothing and the implications for household food demand. The study investigates whether there are differences in this behavior based on the household income of the family, the stage of adolescent development i.e. early, middle and late, gender, religion and ethnicity. In the research, 376 secondary school students throughout the island were surveyed and the data from this survey was utilized in factor and regression analyses. Results revealed that the purchasing behavior of middle adolescents differ from early and late adolescents. While early adolescents' purchasing of clothing tended to be influenced by their peers; this tendency decreased as they matured to later adolescent stages. Adolescent boys purchased clothing to conform to their social network, whereas adolescent girls were less conforming. The paper concludes that if the same patterns as clothing are exhibited for food that the food purchasing and eating habits of early adolescents would tend to be influenced by their peers and that this tendency would decrease as they mature to later adolescent stages.