Information sources and clothing brands consumption in Mediterranean countries A qualitative study of attitudes and behaviour of the Greek and Portuguese young consumers

The continuing transformation in a single market has created a need for exploring common consumer attitudes for clothing brands in Europe. This paper responds to this need to develop marketing strategies for a single European market. The purpose of this study is to analyze clothing brands consumption in Mediterranean countries. Specifically, the study aims to explore Greek and Portuguese young clothing consumers attitudes and their likelihood of purchasing these products. Based on two focus groups made in Greece and in Portugal, the results indicate that there are many similar factors that influence purchasing clothing choices between the two countries. Implications and areas for further researches are discussed.