I conducted a research test on consumer psychology behaviour across all ages in various countries. So far, more than 100 people have participated in it, and this work is still in progress. The purpose of this test was to analyze their clothing consumption behavior through different aspects, summarizing their clothing consumption behaviour and characteristics of personality.

1. Survey methods and data analysis

1.1 Sampling Quantity

The survey took the form of questionnaire survey, and the participants came from different regions and different majors. The sample size of the survey was 100 people, all the questionnaires were returned and the effective response rate was 100%, which met the requirements of mathematical statistics on the sampling number.

1.2 Survey sample distribution

Gender distribution: 44 male persons, accounting for 44%; There are 56 females, accounting for 56%

Age distribution : 18-28 years old, 60 people, accounting for 60%; 25 people aged 29-35, accounting for 25%; 15 people aged 36-60, accounting for 15%

My questions for them are divided into two parts. The first part is what do you pay more attention to when you buy clothes? Such as fabric, style, popularity, originality, price, brand value and so on.

The second part centres around a hypothetical scenario: 20 or even 50 years later, what factors will be of importance when people purchase new clothes? Maybe at that time, people put environmental protection, feminism, political culture, high technology and other options in front of brand value, fabric and style…

Clothing, food, shelter and transportation are the basic conditions for human survival, among which clothing and food are the most basic survival factors. Each person forms their own characteristic attire based on the influence of social media and their social circle. People can express their characteristics and communicate with others through clothing.

Consumer psychology is a science that studies human psychology and behavior. People have a variety of clothing behaviours, its essence is psychological reflection. Clothing psychology not only reflects the state of people’s psychological being, but also shows people’s desire for material goods and their desire for individuality.

Consumer psychology refers to the psychological characteristics and the process of psychological activities shown by consumers in their consumption activities. The way people dress always reflects their psychology.

Clothing and human relations are tied closely. From birth to death, people have to deal with clothes every day, so that we think that wearing clothes is as common as drinking water when thirsty and eating when hungry, which makes it easy for people to understand the significance of clothes from practical aspects, such as keeping warm and cold. However, this is only the superficial significance of clothing to human beings. With the continuous improvement of social material and cultural level, people’s clothing standards are no longer completely based on necessity, but gradually shifted from material needs to personal satisfaction, and clothing choices show a trend of individuality and diversification. In addition, with the increasing of social communication activities, as members of society, people are particularly concerned about their image in the eyes of others, and often use clothing as non-verbal symbols to convey a series of complex information to others, so as to give people an immediate impression. The performance of these clothes and behaviors has become a social problem worth our attention. There are psychological rules behind these consumption problems.

In recent years, due to the booming development of the Internet and e-commerce industry, modern people have become more sensitive to fashion. They chase after fashion and avant-garde clothes to show their unique personal charm.

Age is not one of the elements of psychological characteristics, but it determines a person’s values and world outlook as well as aesthetic concepts. Therefore, age also determines consumers’ attitude towards clothing consumption, which is one of the important characteristics of consumer psychology in clothing marketing. People of different ages have completely different understanding and interpretation of clothing consumption, which is especially obvious among mass consumers. People born in the ’60 s tend to be more frugal, and therefore tend to choose durability over style. But for people born in the 70 s and 80 s, clothing is a symbol of their social status and occupation, and as a result, they tend to emphasise clothing that is in line with their social status. They find it hard to accept novel fashion, and have higher aesthetic requirements for garments.