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FASHION AS A FACTOR OF CONSUMER BEHAVIOR OF YOUTH

Annotation

Vision of a problem of fashion influence is presented on formation of consumer behavior of youth in the conditions of a current state of society. The assumption is made and founded that the fashion defines today not only preferences in clothes or accessories, but also it is a choice of the general model of behavior. As the indicator of such situation, for example, the fashion on a profession that is shown already at a stage of training of young people at school acts. These phenomena illustrate values of consumer society, ideals where the consumerism becomes the style of not only consumption, but also of a way of life. Politically declared purposes of an innovatization of economy also promote such situation in paradoxical way. It is connected with the fact that innovations get value only becoming technology of broad consumption. The possession by hi-tech objects is determined by a statusness and a demonstrativeness of consumer behavior of youth. In such environment of “valuable narrowness” traditional values of humanistic development are leveled.

Keywords

fashion; youth; consumption; social values; biographic strategy

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UDC

316.4.06+330.567.22

Pages

88-92

References

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Received

2017-03-02

Section of issue

The word young

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