Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)

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Factors Affecting Consumers Behavior of Coventry University Students Towards Fast-Fashion Industry

Authors
Erini Junita Sari, Hanifah Hanifah
Corresponding Author
Erini Junita Sari
Available Online July 2018.
DOI
10.2991/piceeba-18.2018.58How to use a DOI?
Keywords
consumer behaviors, purchasing decisions, cultural factor, gender, fast-fashion industry
Abstract

Despite of its rapid growth, fast fashion industry is still considered as an under-researched field. Researches related to fast fashion are rare to be found, both in academic and marketing aspects. This research is conducted to serve the purpose of addressing the characteristics of consumer behavior of Coventry University students in fast fashion industry at Coventry, to analyze how the general and conventional theories of consumer behavior apply to the consumer behavior of fast fashion, and to identify the factors influencing consumer behavior of Coventry University students in fast fashion industry at Coventry. The analyses are based on the combination of the general consumer behavior theories, empirical findings from questionnaires conducted at Coventry University, and studies of fashion and fast fashion. There are 2 main findings of this study. Gender has no influence on students’ purchasing decisions. Whereas, culture has an influence on students’ purchasing decisions in Conventry University. The findings of this study are further developed into marketing recommendations and offers of idea for further research.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
July 2018
ISBN
10.2991/piceeba-18.2018.58
ISSN
2352-5428
DOI
10.2991/piceeba-18.2018.58How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Erini Junita Sari
AU  - Hanifah Hanifah
PY  - 2018/07
DA  - 2018/07
TI  - Factors Affecting Consumers Behavior of Coventry University Students Towards Fast-Fashion Industry
BT  - Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
PB  - Atlantis Press
SP  - 449
EP  - 457
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-18.2018.58
DO  - 10.2991/piceeba-18.2018.58
ID  - Sari2018/07
ER  -