EMOTIONAL MOTIVATORS AND CONSUMER BEHAVIOUR IN THE CLOTHING INDUSTRY
EMOTIONAL MOTIVATORS AND CONSUMER BEHAVIOUR IN THE CLOTHING INDUSTRY

Summary/Abstract: Regarding the widely spread view on the significance of emotions that affect consumer behaviour in general, this manuscript explores the influence of emotional motivators on the purchasing process in the textile industry. The aim of this study was to identify the emotions that have the strongest effect on consumers when purchasing clothing products. The empirical research was conducted from January to March 2022 on a sample of 225 respondents in the Republic of Serbia. The participants answered questions about the positive and negative emotions that occurred during the purchasing process in the textile industry. The survey indicated that the majority of respondents recognise the importance of emotions in their buying behaviour related to clothing. The most dominant emotions affecting their decisions were positive emotions, with trust and joy identified as the most important. On the other hand, fear was the strongest negative emotion recognised in the survey. The research also indicated a significant difference in emotional motivators affecting male and female respondents

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