Personal Values and Youths Purchase of Fashion Clothing in Anambra State

The fashion clothing market has witnessed increased youth participation, largely driven by psychological and socio-cultural factors. Among these factors, personal values play a crucial role in shaping consumer behavior, particularly among youths. This study examined the influence of personal values on youths’ purchase of fashion clothing in Anambra State, Nigeria. The study adopted a survey research design, with data collected from youths across selected urban and semi-urban areas of the state. Structured questionnaires were used as the primary instrument for data collection, while data were analyzed using descriptive and inferential statistical techniques. The findings of the study revealed that personal values have a positive and statistically significant influence on youths’ purchase of fashion clothing in Anambra State. This indicates that values such as self-expression, social acceptance, status consciousness, cultural orientation, and personal identity significantly motivate youths’ fashion clothing purchasing decisions. The results suggest that youths’ fashion consumption extends beyond functional needs and is strongly driven by value-based and symbolic considerations. The study concludes that personal values are key determinants of youths’ fashion clothing purchase behavior in Anambra State. It therefore recommends that fashion marketers, designers, and policymakers adopt value based approaches in product design, marketing communication, and youth consumer education. The study contributes to existing literature on consumer behavior by providing empirical evidence on the role of personal values in fashion consumption among youths in a developing economy context.