SOCIAL AND CULTURAL FACTORS INFLUENCING CONSUMER’S ACCEPTANCE OR REJECTION OF FASHION TRENDS (University of Benin, Master's Degree Term Paper)

Several factors contribute to defining and achieving the ultimate goal of the consumer, namely making better consumptions. This term paper describes the social and cultural factors influencing consumer’s acceptance or rejection of fashion trends. The first and all important factor is the family background which entails the type and life cycle of the home. Next to note is that the impact of the culture of the people (such as the high, the popular or local) on their choice of fashion is pervasive, and the social role or status of individuals determines their taste and patronage of fashion trends. People such as influencers, reference groups, and opinion leaders contribute greatly to the perspective of other consumers. Finally, the consciousness of the environment (concern for sustainability) and length of fashion trends (either as macro or micro trends) influence the acceptance or rejection of fashion by consumers. Recommendations were made for consumers, marketers and influencers.