Business

The impact of country of origin on consumer purchase decision of luxury vs. fast fashion: case of Saudi female consumers

T. S. Abalkhail

Explore how country of origin influences purchase decisions among Saudi female consumers in luxury and fast fashion. This research reveals significant insights into conspicuous consumption, and was conducted by Tagreed Saleh Abalkhail.

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Playback language: English

Index

Abstract

This paper examines the impact of country of origin (COO) on the purchase decisions of luxury and fast fashion among Saudi female consumers, considering conspicuous consumption as a mediating variable. A survey of 443 women, analyzed using structural equation modeling and t-tests, revealed a positive relationship between COO and purchase decisions for both luxury and fast fashion. Conspicuous consumption mediated this relationship. US brands were rated higher than European brands for both categories.

Publisher

Humanities and Social Sciences Communications

Published On

Sep 28, 2023

Authors

Tagreed Saleh Abalkhail

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