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Factors influencing the purchase of fashion products before and during the COVID-19 pandemic: the example of Serbia

Author

Listed:
  • Karolina Perèiæ

    (Modern Business School, Belgrade, Serbia)

  • Milica Slijepèeviæ

    (Belgrade Metropolitan University, Faculty of Management, Faculty of Digital Arts, Belgrade, Serbia)

  • Pedja Ašanin Gole

    (Ljubljana School of Business, Ljubljana, Slovenia)

Abstract

The aim of this paper is to analyze the factors that most influenced consumers in purchasing fashion products and the factors the most important to consumers during the COVID-19 pandemic, as well as whether there are any differences between the period prior to the pandemic and the period after it. The available research on the correlation between the pandemic and consumer buying habits and the factors influencing the purchase of products mainly dealt with consumer goods stimulated by the initial stockpiling of hygiene materials and food, books, recreational equipment, etc. On a purposive sample of 1,002 adult respondents in the territory of Serbia, the quantitative empirical research applying an online survey was conducted within the March-June 2021 period. The SPSS was used for data processing and analysis and for the interpretation of research results. In addition to descriptive statistics (frequency distribution, mean, standard deviation), comparative statistics (?2-test, ANOVA, t-test) was used as well. The change in the attitude to consumption has led to the introduction of a new value system for consumers when purchasing fashion products. Understanding these factors will help the fashion industry find new approaches to satisfy the changed buying habits of consumers.

Suggested Citation

  • Karolina Perèiæ & Milica Slijepèeviæ & Pedja Ašanin Gole, 2023. "Factors influencing the purchase of fashion products before and during the COVID-19 pandemic: the example of Serbia," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 41(1), pages 65-89.
    • Handle: RePEc:rfe:zbefri:v:41:y:2023:i:1:p:65-89
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    References listed on IDEAS

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    1. Scott R Baker & Robert A Farrokhnia & Steffen Meyer & Michaela Pagel & Constantine Yannelis & Jeffrey Pontiff, 0. "How Does Household Spending Respond to an Epidemic? Consumption during the 2020 COVID-19 Pandemic," The Review of Asset Pricing Studies, Society for Financial Studies, vol. 10(4), pages 834-862.
    2. Laato, Samuli & Islam, A.K.M. Najmul & Farooq, Ali & Dhir, Amandeep, 2020. "Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. Piergiorgio Degli Esposti & Ariela Mortara & Geraldina Roberti, 2021. "Sharing and Sustainable Consumption in the Era of COVID-19," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
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    More about this item

    Keywords

    fashion industry; fashion products; consumer behavior; purchase factors; COVID-19 pandemic;
    All these keywords.

    JEL classification:

    • D9 - Microeconomics - - Micro-Based Behavioral Economics
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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