Exploring the Complexities of Consumer Motivations

Consumer behavior surrounding clothing is a significant aspect of consumer culture, with people often justifying their purchases as either guilty pleasures or practical necessities. Individuals tend to mask their love for fashion by claiming an artistic or utilitarian purpose behind their consumption choices. The intricate nature of consumer motivations lies in the justification strategies employed to distance oneself from disapproved categories of consumption. This complexity involves creating narratives around the usefulness or unique qualities of purchased items to legitimize consumer behavior and downplay societal disapproval.