Conscious and Unconscious Buying Behaviours

For any fashion brand, it is important to understand consumer behaviour in order to create products that will appeal to them. This is particularly the case when it comes to sustainability. Understanding the meanings behind people’s actions, and how their choices are made both consciously and unconsciously, is important to analyse buying habits.

Conscious buying behaviours represent high order values. They tend to be psychological, and linked to a constant need for new things. Conscious values thus predict short term values,...

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