본문 바로가기
KERD
논문KCI 등재

Fashion consumption during economic crisis: Emerging practices and feelings of consumers

Zeynep Ozdamar Ertekin|Bengu Sevil Oflac|Cemre Serbetcioglu
한국마케팅과학회 (Korean Scholars of Marketing Science)|2020.06|Journal of Global Fashion Marketing|제11권 제3호|pp. 270-288

0

조회

0

다운로드

5

인용

0

참고문헌

키워드

qualitativeeconomic crisisconsumer behaviorFashion时尚定性anti-consumption反消费经济危机消 费者行为
주제분류경영학

초록

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.

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.

참고문헌 (79)

  1. Albinsson, P. A., "Anti-consumption in East Germany : Consumer resistance to hyperconsumption", Journal of Consumer Behaviour, 9(6), pp.412~425 (2010)[DOI]
  2. Alimen, N., "Consumption adjustments of Turkish consumers during the global financial crisis", Ege Akademik Bakis, 11(2), pp.193~ (2011)[DOI]
  3. Alonso, L. E., "From consumerism to guilt : Economic crisis and discourses about consumption in Spain", Journal of Consumer Culture, 15(1), pp.66~85 (2015)[DOI]
  4. Altunışık, R., "Ekonomik Kriz ve Değişen Alışveriş AlışkanlıklarıÜzerine Bir Araştırma", 8th national congress of marketing (2003)
  5. Ang, S. H., "Personality influences on consumption : Insights from the Asian economic crisis", Journal of International Consumer Marketing, 13(1), pp.5~20 (2001)[DOI]
  6. Ang, S. H., "The Asian apocalypse : Crisis marketing for consumers and businesses", Long Range Planning, 33(1), pp.97~119 (2000)[DOI]
  7. Arnould, E. J., "Market-oriented ethnography : Interpretation building and marketing strategy formulation", Journal of Marketing Research, 31(4), pp.484~504 (1994)[DOI]
  8. Nathaniel Dafydd Beard, "The Branding of Ethical Fashion and the Consumer: A Luxury Niche or Mass-market Reality?", Fashion Theory, 12(4), pp.447~467 (2015), Informa UK Limited[DOI]
  9. Belk, R. W., "Materialism : Trait aspects of living in the material world", Journal of Consumer Research, 12(3), pp.265~280 (1985)[DOI]
  10. Vinita Bhatia, "Impact of fashion interest, materialism and internet addiction on e-compulsive buying behaviour of apparel", Journal of Global Fashion Marketing, 10(1), pp.66~80 (2019), 한국마케팅과학회[DOI]
  11. Biehl-Missal, B., "Art, fashion, and anti-consumption", Journal of Macromarketing, 33(3), pp.245~257 (2013)[DOI]
  12. Black, I. R., "Anti-consumption as part of living a sustainable lifestyle : Daily practices, contextual motivations and subjective values", Journal of Consumer Behaviour, 9(6), pp.437~453 (2010)[DOI]
  13. Blocker, C. P., "Understanding poverty and promoting poverty alleviation through transformative consumer research", Journal of Business Research, 66(8), pp.1195~1202 (2013)[DOI]
  14. Bryman, A., "Business research methods" (2011), Oxford University Press
  15. David J. Burns, "Materialism and affect toward others: Influences on apparel consciousness", Journal of Global Fashion Marketing, 10(1), pp.35~49 (2019), 한국마케팅과학회[DOI]
  16. Carson, D., "Qualitative marketing research" (2001), Sage
  17. Cataldi, C., "Slow Fashion: Tailoring a Strategic Approach towards Sustainability", Master, pp.2010
  18. Chatzidakis, A., "Anti-consumption as the study of reasons against", Journal of Macromarketing, 33(3), pp.190~203 (2013)[DOI]
  19. Cherrier, H., "Anti-consumption discourses and consumer-resistant identities", Journal of Business Research, 62(2), pp.181~190 (2009)[DOI]
  20. Helene Cherrier, "Intentional non-consumption for sustainability:Consumer resistance and", or anti-consumption?, 2011, pp.45(11, 12)[DOI]
  21. Chryssochoou, X., "Facing the economic crisis in Greece : The effects of grievances, real and perceived vulnerability, and emotions towards the crisis on reactions to austerity measures", JSSE-Journal of Social Science Education, 12(1), pp.41~49 (2013)[DOI]
  22. Cline, E. L., "Overdressed : The shockingly high cost of cheap fashion" (2012), Portfolio
  23. Craig-Lees, M., "Understanding voluntary simplifiers", Psychology & Marketing, 19(2), pp.187~210 (2002)[DOI]
  24. Edbring, E. G., "Exploring consumer attitudes to alternative models of consumption: Motivations and barriers", Journal of Cleaner Production, 123, pp.5~15 (2016)
  25. Elgin, D., "Voluntary simplicity", Planning Review, 5(6), pp.13~15 (1977)[DOI]
  26. Fletcher, K., "Sustainable fashion and textiles: Design journeys" (2008), Earthscan
  27. Gilbert, J., "Against the commodification of everything : Anti-consumerist cultural studies in the age of ecological crisis", Cultural Studies, 22(5), pp.551~566 (2008)[DOI]
  28. Glaser, B. G., "The discovery of grounded theory: Strategies for qualitative research" (1967), Aldire
  29. Guiot, D., "A second-hand shoppers’ motivation scale : Antecedents, consequences, and implications for retailers", Journal of Retailing, 86(4), pp.355~371 (2010)[DOI]
  30. Ha-Brookshire, J. E., "Socially responsible consumer behavior? Exploring used clothing donation behavior", Clothing and Textiles Research Journal, 27(3), pp.179~196 (2009)[DOI]
  31. Hamilton, K. L., "Low-income families and coping through brands: Inclusion or stigma?", Sociology, 46(1), pp.74~90 (2012)[DOI]
  32. Hamilton, K. L., "Towards a better understanding of the low-income consumer", Advances in Consumer Research, 32(1), pp.627~632 (2005)
  33. Hampson, D. P., "A typology of adaptive shopping patterns in recession", Journal of Business Research, 66(7), pp.831~838 (2013)[DOI]
  34. Hill, R. P., "Consumer culture and the culture of poverty : Implications for marketing theory and practice", Marketing Theory, 2(3), pp.273~293 (2002)[DOI]
  35. Isenhour, C., "On conflicted Swedish consumers, the effort to stop shopping and neoliberal environmental governance", Journal of Consumer Behaviour, 9(6), pp.454~469 (2010)[DOI]
  36. Sheetal Jain, "Luxury fashion consumption in sharing economy: A study of Indian millennials", Journal of Global Fashion Marketing, 11(2), pp.171~189 (2020), 한국마케팅과학회[DOI]
  37. Joy, A., "Fast fashion, sustainability, and the ethical appeal of luxury brands", Fashion Theory, 16(3), pp.273~295 (2012)[DOI]
  38. Kaswengi, J., "Consumer choice of store brands across store formats:A panel data analysis under crisis periods", Journal of Retailing and Consumer Services, 23, pp.70~76 (2015)
  39. Kaytaz, M., "Consumer response to economic crisis and lessons for marketers : The Turkish experience", Journal of Business Research, 67(1), pp.2701~2706 (2014)[DOI]
  40. Kozinets, R. V., "Don’t read this; or, who cares what the hell anti-consumption is, anyways?", Consumption Markets & Culture, 13(3), pp.225~233 (2010)[DOI]
  41. Mike Lee, "Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence", European Journal of Marketing, 45(11, pp.12) (2011), ~[DOI]
  42. Lee, M. S. W., "Brands we love to hate: An exploration of brand avoidance", Doctor, pp.2008
  43. Lee, M. S. W., "Anti-consumption, materialism, and consumer well-being", Journal of Consumer Affairs, 50(1), pp.18~47 (2016)[DOI]
  44. Lee, M. S. W., "Anti-consumption and brand avoidance", Journal of Business Research, 62(2), pp.169~180 (2009)[DOI]
  45. "What went wrong for Turkey? Its economy is ‘in the midst of a perfect storm’" (2018)[URL]
  46. Leipämaa-Leskinen, H., "Conceptualizing non-voluntary anti-consumption : A practice-based study on market resistance in poor circumstances", Journal of Consumer Culture, 16(1), pp.255~278 (2016)[DOI]
  47. Lincoln, Y. S., "Naturalistic inquiry" (1985), Sage
  48. Mansoor, D., "The global business crisis and consumer behavior : Kingdom of Bahrain as a case study", International Journal of Business and Management, 6(1), pp.104~ (2011)[DOI]
  49. Mariampolski, H., "Qualitative market research: A comprehensive guide" (2001), Sage Publications
  50. Martin, K. D., "Life satisfaction, self-determination, and consumption adequacy at the bottom of the pyramid", Journal of Consumer Research, 38(6), pp.1155~1168 (2011)[DOI]
  51. McCracken, G., "The long interview" (1988), Sage Publications
  52. McCracken, G., "Culture and consumption: New approaches to the symbolic character of consumer goods and activities" (1988), Indiana University Press
  53. McCracken, G., "The long interview" (1988), Sage Publications
  54. McKenzie, D. J., "The consumer response to the Mexican Peso Crisis", Economic Development and Cultural Change, 55(1), pp.139~172 (2006)[DOI]
  55. McRobbie, A., "Bridging the gap : Feminism, fashion and consumption", Feminist Review, 55(1), pp.73~89 (1997)[DOI]
  56. Micheletti, M., "Political virtue and shopping", pp.149~168 (2003), Palgrave Macmillan
  57. Moisander, J., "Motivational complexity of green consumerism", International Journal of Consumer Studies, 31(4), pp.404~409 (2007)[DOI]
  58. Morgan, L. R., "An investigation of young fashion consumers’ disposal habits", International Journal of Consumer Studies, 33(2), pp.190~198 (2009)[DOI]
  59. Ottman, J. A., "Green marketing: Challenges & opportunities for the new marketing. Age" (1993), NTC Publishing Group
  60. Zeynep Ozdamar-Ertekin, "Conflicting Perspectives on Speed: Dynamics and Consequences of the Fast Fashion System", Markets, Globalization & Development Review: The Official Journal of the International Society of Markets and Development, 1(1) (2016), University of Rhode Island[DOI]
  61. Ozdamar-Ertekin, Z., "Sustainable markets : Motivating factors, barriers, and remedies for mobilization of slow fashion", Journal of Macromarketing, 35(1), pp.53~69 (2015)[DOI]
  62. Hyejune Park, "Thrift shopping for clothes: To treat self or others?", Journal of Global Fashion Marketing, 11(1), pp.56~70 (2020), 한국마케팅과학회[DOI]
  63. Penaloza, L, "NA - Advances in Consumer Research (Vol. 20)", pp.123~128 (1993), Association for Consumer Research
  64. Power, K., "Dispelling the myths about consumption behaviour", Proceedings of the ERSCP-EMSU COnference “Knowledge collaboration & learning for sustainable innovation” (2010)
  65. Maria Puelles, "Are consumers more rational and informed purchasers during recession periods? The role of Private Labels and retailing strategies", The International Review of Retail, Distribution and Consumer Research, 26(4), pp.396~417 (2016), Informa UK Limited[DOI]
  66. Reynolds, T. J., "Laddering theory, method, analysis, and interpretation", Journal of Advertising Research, 28(1), pp.11~31 (1988)
  67. Sandıkcı, Ö., "Politically motivated brand rejection", Journal of Business Research, 62(2), pp.208~217 (2009)[DOI]
  68. Sandlin, J. A., ""Mixing pop(culture)and politics" : Cultural resistance, culture jamming, and anti-consumption activism as critical public pedagogy", Curriculum Inquiry, 38(3), pp.323~350 (2008)[DOI]
  69. Elisabetta Savelli, "Role of Brand Management of the Luxury Fashion Brand in the Global Economic Crisis: A Case Study of Aeffe Group", Journal of Global Fashion Marketing, 2(3), pp.170~179 (2011), 한국마케팅과학회[DOI]
  70. Shama, A., "Management & consumers in an era of stagflation", The Journal of Marketing, 42(3), pp.43~52 (1978)[DOI]
  71. Shultz, C. J., "NA - Advances in consumer research (Vol. 28)", pp.277~279 (2001), Association for Consumer Research
  72. Spiggle, S., "Analysis and interpretation of qualitative data in consumer research", Journal of Consumer Research, 21(3), pp.491~503 (1994)[DOI]
  73. Tanner, C., "Promoting sustainable consumption : Determinants of green purchases by Swiss consumers", Psychology & Marketing, 20(10), pp.883~902 (2003)[DOI]
  74. Thompson, C. J., "The Starbucks brandscape and consumers’(anticorporate)experiences of glocalization", Journal of Consumer Research, 31(3), pp.631~642 (2004)[DOI]
  75. Wallendorf, M., "Interpretive Consumer Research", pp.69~84 (1989), Provo
  76. Wilson, E., "Adorned in dreams: Fashion and modernity" (2003), IB Tauris
  77. Mostafa Zaman, "Consumer orientations of second-hand clothing shoppers", Journal of Global Fashion Marketing, 10(2), pp.163~176 (2019), 한국마케팅과학회[DOI]
  78. Zavestoski, S., "The social–psychological bases of anticonsumption attitudes", Psychology &Marketing, 19(2), pp.149~165 (2002)[DOI]
  79. Zurawicki, L., "Consumers during crisis : Responses from the middle class in Argentina", Journal of Business Research, 58(8), pp.1100~1109 (2005)[DOI]

관련 논문AI추천

Fashion-related remedies: Exploring fashion consumption stories during Covid-19. ‘Nostalgia overpowering, Old is the new me’Khair Nadine, Malhas Sadina한국마케팅과학회 · Journal of Global Fashion Marketing2023 · 제14권 제1호Consumer orientations of second-hand clothing shoppersHyejune Park, Mostafa Zaman, Soo-Hee Park, Youn-Kyung Kim한국마케팅과학회 · Journal of Global Fashion Marketing2019 · 제10권 제2호Back in time to move forward: An empirical study on luxury fashion vintage driversCamilla Keim, Ralf Wagner한국마케팅과학회 · Journal of Global Fashion Marketing2018 · 제9권 제2호A systematic review of drivers of sustainable fashion consumption: 25 years of research evolutionDabas Chitra S., Whang Claire한국마케팅과학회 · Journal of Global Fashion Marketing2022 · 제13권 제2호The Influence of Shopping Orientation on Difficulty Discarding and Disposal Behavior of Fashion Products구양숙, 박현희, 추태귀한국의류산업학회 · 한국의류산업학회지2016 · 제18권 제6호Financial well-being, voluntary simplicity, and ethical fashion consumptionElif Güner, Merve Yanar Gürce, Petek Tosun한국마케팅과학회 · Journal of Global Fashion Marketing2025 · 제16권 제4호

이 간행물의 다른 논문 (5건)

Emerging adults’ luxury fashion brand value perceptions: A cross-cultural comparison between Germany and ChinaMaximilian Faschan, Richard Huaman-Ramirez, Claude Chailanpp. 207-231Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional postSusanna Lee, Eunice Kimpp. 232-249Analysis of emotional labour differences according to general characteristics of fashion store salespersonGihyung Kim, 이승희pp. 250-269Collaborative fashion consumption in the sharing economy: Philosophical and aesthetic perspectivesJuhyun Kimpp. 289-305Tradition preservation through fashion consumption: Contemporary clothes on Gaucho traditionalist culture in the South of BrazilMarlon Dalmoro, Raquel Hauschild, Stefania Ordovas de Almeida, Maria Amália Machadopp. 306-324
원문 보기