Sonyel Oflazoğlu¹, Özlem Aydın²

(1. Mustafa Kemal University, Turkey; 2. Turk Eximbank, Turkey)

 

 

Abstract: This study is made to determine the role of envy on customer purchasing choice generally and specially in the fashion industry. There are many factors that affect customers’ purchasing behavior. Customers’ purchasing behavior is affected by purpose of use as well as by emotions. Envy, as a type of feeling, is experienced by almost everyone. This study tries to reveal how envy affects customer buying behavior and whether it is a remarkable key guiding factor in customer purchasing choice. The aim of this study is to help to understand how envy affects customer purchasing choice and thus recommend the use of envy as a marketing strategy in the fashion industry. In this context, 320 questionnaires are made for quantitative research. The results of the empirical study show that envy has an important role in customer purchasing choice. In addition, it is noted that the feeling of envy in the customers’ purchasing decision process leads to price premium, impulsive buying and conspicuous consumption.

 

 

Key words: envy; customer purchasing behavior; customer decision making process; fashion industry,

conspicuous consumption

 

JEL code: M130