An Empirical Research of the influencing Factors of Fashion Diffusion and Consumption of Fashion Products among Young Hungarian People

Abstract

Fashion influences the consumption of many products. The power of emotions and symbolic effects is larger than rationality and functionality in the consumption of fashion products. In Hungary slight attention has been turned to the empirical (consumer) research of fashion so far, however, fashion is core motive power of market processes in many industries. In this paper I present the results of my empirical research that focuses on the Hungarian young’s consumption of different fashion products. First, I provide a literature review about the concept and objects of fashion, the consumer segments according to the point of time of fashion adoption and the influencing factors of the consumption of fashion products.