Exploring the Fashion Purchasing and Disposal Behaviour of Women Over 45 Years of Age

This research sought to investigate the fashion purchasing behaviours of New Zealand women aged 45 plus, to identify if they bought online, in store, new and/or second-hand clothing.  

The study aimed to identify the considerations and motivations for purchasing clothing and if garments that are no longer wanted were sent to landfill, recycled, donated, swapped or resold.  

This demographic was selected for the study as there has been little research on mature women’s buying behaviour despite the monetary power of older consumers and yet, according to research, they spend 40% more on clothing than younger women.

APA References: Laraman, D., & Brown, J. (2019). Exploring the fashion consumption habits of women. Presented at Fashion Feasting, Toi Ohomai Windemere, Tauranga, New Zealand.

Full Report: Exploring the Fashion Purchasing and Disposal Behaviour of Women Over 45 Years of Age

Author(s)

Debra Laraman