ABSTRACT Economic crisis has a significant impact on consumption practices and the way consumers justify their consumption patterns. Particularly in the field of fashion, consumers face a conflict between desire to consume due to rapidly changing fashion trends and coping with the decrease in purchasing power due to the economic crisis. Semi-structured interviews were carried out to gain a deeper understanding of how the economic crisis affects consumers’ fashion consumption behavior and the alternative consumption practices that emerge. The research further sheds light on the underlying feelings involved due to changes in consumption patterns. Some of the themes that emerge—reuse, reduce, and reject—are in line with earlier findings on anti-consumption but this time the motives of the consumers are non-voluntary. The findings also contribute to anti-consumption literature by introducing three new themes: refind alternative channels, reconsider, and rely on discounts. The study further shows that there are both positive and negative feelings associated with changes in consumption behavior due to economic crisis. Along with understanding the adaptations in consumption behavior, anticipating these conflicting emotions resulting from crisis related anti-consumption is important for marketers and retailers who are concerned about developing appropriate responsive strategies.

中文翻译：

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经济危机期间的时尚消费：新兴的消费习惯和消费者的感受

摘要经济危机对消费习惯和消费者证明其消费方式合理性的方式有重大影响。特别是在时装领域，消费者面临着由于迅速变化的时装趋势而产生的消费欲望与应对由于经济危机而导致的购买力下降之间的冲突。进行了半结构化访谈，以更深入地了解经济危机如何影响消费者的时尚消费行为以及出现的替代性消费习惯。该研究进一步揭示了消费模式变化所涉及的潜在感受。出现的某些主题（重复使用，减少和拒绝）与早期的反消费发现相一致，但是这次消费者的动机是非自愿的。通过引入三个新主题，这些发现也为反消费文献做出了贡献：重新寻找替代渠道，重新考虑和依靠折扣。研究进一步表明，经济危机导致的消费行为变化既有积极的感觉，也有消极的感觉。除了了解消费行为的适应性之外，预测与危机相关的反消费所导致的这些相互矛盾的情绪对于关心制定适当的对策的营销人员和零售商也很重要。