Factors influencing buying behavior of Lebanese consumers towards fashion brands during economic crisis: A qualitative study |
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| Institution: | 1. College of Business Administration, Shanghai Business School, Shanghai, 201400, China;2. School of Economics and Management, Tongji University, Shanghai, 200092, China;3. Business School, Changshu Institute of Technology, Changshu, Jiangsu, 215500, China;1. Dr. Ambedkar Institute of Management Studies and Research, Nagpur, India;2. Symbiosis Institute of Business Management, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, India;3. Symbiosis Centre for Management Studies, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, India |
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| Abstract: | The purpose of this article is to contribute to an understanding of the impact of the Lebanese economic crisis on fashion buying behavior. It uses a qualitative approach by conducting semi-structured interviews with 29 Lebanese consumers. The study reveals that consumer fashion purchases are motivated by emotional, social, and functional drivers. It also indicates that subjective norms, such as societal and cultural values dictate buying behaviors. The findings provide further insights into social media and highlight its influence on shaping trends and making fashion products desirable. The article concludes that Lebanese consumers exhibit impulsive buying behavior, and explains how fashion brands can remain relevant amidst a wrenching economic crisis. |
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| Keywords: | Consumer behavior Social media Economic crisis Influencers Fashion Impulse buying |
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