Colour and consumer buying behaviour in the UK fashion industry
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Purpose: To investigate how colour influences various consumer buying behaviours in the UK fashion industry. Examining how colour impacts consumer purchase intentions and emotional responses, especially in impulsive buying situations.
Design/methodology/approach: Based on a positivist philosophy and using a quantitative approach, the primary data for the study was obtained through structured questionnaires distributed to fashion consumers in the UK. The secondary data was reviewed to provide a theoretical context on the interface between the psychology of colour and consumer behaviour.
Findings: The study demonstrates that purchase behaviour of consumers is positively affected by different colours. Various emotions that are associated with different colours positively and negatively affect purchasing decisions. Colour preference may also trigger impulsive purchasing and affect product perceptions.
Practical implications: The study explains the psychological and emotional value of colour as a marketing tool in the context of fashion. This research highlights the importance of colour in consumer attraction, satisfaction, and positioning of a brand to aid fashion retailers and designers towards improved strategic colour use.
Originality/value: This research is one of the few empirical studies investigating the influence of colour on consumer behaviour in the UK fashion industry. It combines psychological and marketing approaches to further develop the understanding of purchase motivation triggered by different colours.
Article History
How to Cite
Mulenga, A. A. C. & Datta, P.. (2025). Colour and consumer buying behaviour in the UK fashion industry. Journal of Business and Retail Management Research, Volume 20 Issue 01. https://doi.org/10.24052/JBRMR/V20IS01/ART-04
Citation Context
APA
Mulenga, A. A. C. & Datta, P.. (2025). Colour and consumer buying behaviour in the UK fashion industry. Journal of Business and Retail Management Research, Volume 20 Issue 01. https://doi.org/10.24052/JBRMR/V20IS01/ART-04
MLA
Mulenga, Anderson Akende Chiboola, and Palto Datta. "Colour and consumer buying behaviour in the UK fashion industry." Journal of Business and Retail Management Research, Volume 20 Issue 01, 2025. https://doi.org/10.24052/JBRMR/V20IS01/ART-04
Chicago
Anderson Akende Chiboola Mulenga and Palto Datta. "Colour and consumer buying behaviour in the UK fashion industry." Journal of Business and Retail Management Research Volume 20 Issue 01 (01 Nov 2025). https://doi.org/10.24052/JBRMR/V20IS01/ART-04
Harvard
Mulenga, A. A. C. & Datta, P. (2025) Colour and consumer buying behaviour in the UK fashion industry. Journal of Business and Retail Management Research, Volume 20 Issue 01. https://doi.org/10.24052/JBRMR/V20IS01/ART-04
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