The Influence of Self-Concept on Consumption in Fashion

Marketing is currently based on the psychographic variables of target audiences, such as beliefs, attitudes, values and behaviour patterns. These features are proved to be more efficient predictors of consumer behaviour than any socio-demographic characteristics. This paper discusses various forms of self-concept (such as actual self and ideal self) and their effect on consumer behaviour in the fashion industry. The Self-concept theory is used as a theoretical frame of the research. The interview was conducted to examine which form of one’s self-concept influences consumer behaviour in the fashion industry. Twenty-seven respondents of various ages have been interviewed. The results show that there are two main consumer strategies: expressive and reactive ones. Key features of self-concept were identified for each strategy.