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Hedonic and Impulsive Consumer Behavior Stimulated by Social Media: Implications for Sustainable Fashion Marketing

Author

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  • David-Florin Ciocodeică

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Raluca-Giorgiana Chivu (Popa)

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Ionuţ-Claudiu Popa

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Horia Mihălcescu

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Iustinian Barghier

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

Abstract

Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Young consumers, increasingly concerned about the ecological impact of their choices, can be encouraged to adopt responsible and sustainable buying behaviors when these are promoted attractively, enjoyably, and emotionally satisfyingly through social media. This research investigates how social media communication influences hedonic and impulsive purchasing behavior in the Romanian clothing market. In the context where social media is one of the main sources of information and influence for consumers, the research analyzes several determining factors of the purchase decision. Price reductions and the use of credit cards are highlighted as elements that facilitate spontaneous and hedonic targeted purchases, while the attractiveness of clothing items and the need felt play an important role in terms of the desire to buy. In addition, sources of information (such as reviews) have a major impact on consumers’ perceptions and their purchase intentions. Additionally, the study investigates factors such as overall shopping experience and its influence on consumer loyalty. It is approached from two perspectives: attitudinal loyalty, reflected in the preference for brands promoted on social media, and behavioral loyalty, expressed through repeat purchases. The results show that social media acts as an accelerator for hedonic and impulsive buying behaviors, prompting consumers to react quickly to stimuli such as discount campaigns or personalized recommendations. The conclusions highlight the importance of adopting digital marketing strategies that capitalize on the consumers emotional need while also strengthening brand loyalty. These perspectives can guide companies in the clothing industry to adapt their promotion methods to the specifics of the Romanian market and the consumer behavior.

Suggested Citation

  • David-Florin Ciocodeică & Raluca-Giorgiana Chivu (Popa) & Ionuţ-Claudiu Popa & Horia Mihălcescu & Iustinian Barghier, 2025. "Hedonic and Impulsive Consumer Behavior Stimulated by Social Media: Implications for Sustainable Fashion Marketing," Sustainability, MDPI, vol. 17(11), pages 1-16, June.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:11:p:5198-:d:1672379
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    References listed on IDEAS

    as
    1. Simona VINEREAN & Alin OPREANA, 2019. "Social Media Marketing Efforts of Luxury Brands on Instagram," Expert Journal of Marketing, Sprint Investify, vol. 7(2), pages 144-152.
    2. Shaifali Chauhan & Richa Banerjee & Vishal Dagar, 2023. "Analysis of Impulse Buying Behaviour of Consumer During COVID-19: An Empirical Study," Millennial Asia, , vol. 14(2), pages 278-299, June.
    3. Benedikt Schnurr & Alexandra Brunner-Sperdin & Nicola E. Stokburger-Sauer, 2017. "The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity," Marketing Letters, Springer, vol. 28(2), pages 241-253, June.
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