ANTECEDENTS OF FASHION-ORIENTED COMPULSIVE BUYING OF YOUNG CONSUMERS: EVIDENCE FROM AN EMERGING ECONOMY

The study aims to examine the antecedents of fashion-oriented compulsive buying of young consumers in a heretofore largely under-studied context of an emerging European economy. Data collection was performed on a convenience sample of 386 Serbian respondents, by means of web-based structured questionnaire. The hypothesised relationships were examined by means of partial least squares structural equation modelling (PLS-SEM). The results of the study indicate impulse buying as the most influential direct determinant of compulsive buying, followed by fashion orientation and materialism. The relationship between fashion orientation and compulsive buying was negatively moderated by perceived consumer effectiveness. The study’s findings provide implications for policy-makers, socialisation agents of young consumers (e.g. families, educational institutions, media) and marketers of fashion brands.