Factors influencing the purchase of fashion products before and during the COVID-19 pandemic: the example of Serbia*

The aim of this paper is to analyze the factors that most influenced consumers in purchasing fashion products and the factors the most important to consumers during the COVID-19 pandemic, as well as whether there are any differences between the period prior to the pandemic and the period after it. The available research on the correlation between the pandemic and consumer buying habits and the factors influencing the purchase of products mainly dealt with consumer goods stimulated by the initial stockpiling of hygiene materials and food, books, recreational equipment, etc. On a purposive sample of 1,002 adult respondents in the territory of Serbia, the quantitative empirical research applying an online survey was conducted within the March-June 2021 period. The SPSS was used for data processing and analysis and for the interpretation of research results. In addition to descriptive statistics (frequency distribution, mean, standard deviation), comparative statistics (& chi;2-test, ANOVA, t-test) was used as well. The change in the attitude to consumption has led to the introduction of a new value system for consumers when purchasing fashion products. Understanding these factors will help the fashion industry find new approaches to satisfy the changed buying habits of consumers.