The effect of materialist trends and brand attitudes on the purchasing decision of fashion products in postmodern consumers

Postmodern consumer; a person who pursues daily happiness, wants instant satisfaction, cares about form instead of content, seeks more pleasure, turns himself into an image which ready for consumption. The principal of our study is consumer trends. However, at this point, it is also necessary to pay attention to how much the businesses care about consumer trends. Therefore, the businesses should take into account the characteristics and tendencies of postmodern consumers, their materialist approaches and their attitudes towards the brand while creating their strategies. The purpose of this study is to reveal the effect of postmodern consumer characteristics, materialism tendencies and brand attitudes of consumers on the intention to buy fashion products. In addition, it is aimed to examine whether the consumers' postmodern consumer characteristics, materialist tendencies, brand attitudes and their intention to purchase fashion products differ according to various demographic characteristics. In order to test the hypotheses generated for this purpose, a questionnaire measuring tool consisting of four separate scales was used. The surveys were applied online to 388 participants living in Manisa province with "easy sampling method". SPSS 21.0 (Statistical Package for Social Science) package program which is a tool for statistical analysis was used in the collected data. In order to evaluate the reliability of the measures, Cronbach's Alpha coefficient was measured. Explanatory factor analysis was performed to measure the structural validity of the scales. In order to determine whether nonparametric or parametric hypothesis tests will be used in testing hypotheses, Kolmogorov-Smirnov test, which trials the normal distribution of the data, was performed. According to the results of the analysis, the model is meaningful as a whole. It has been determined that postmodern consumer characteristics and brand attitude positively affect intention of consumers to purchase fashion products. In addition, the effect of brand attitude on the intention to purchase fashion products is more than postmodern consumer characteristics. On the other hand, it was determined that materialism trend does not significantly affect the purchase intention of fashion products.