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
Tags
country of origin
purchase decisions
luxury fashion
fast fashion
Saudi consumers
conspicuous consumption
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