Consommation de mode chez les adolescents: Rôle des processus identitaires

AbstractThe purpose of this paper is to show the specificity of fashion consumption among adolescents. Indeed, we highlight the importance of identity processes in adolescence, and study their effects on the consumption of fashion among teenagers. In addition, we address the issue of consumption as a possible social consequence and not as a resource. In other words, this is how the value of self-esteem, increased membership in social groups and how the media influences teenagers to grow to consume a fashion full of meanings and symbols. Infact, the purpose of fashion is specific in its ability to meet both the needs and requirements of imitation of distinction. An empirical study was conducted among a sample of 402 adolescents in Tunisia. The validation of the hypotheses through the structural analysis has shown that self-esteem, interpersonal normative influence of peers and media influence, act together on the purchase behavior of style clothing among adolescents. Managerial implications and recommendations were then proposed