Understanding the Motivations Behind Clothing Consumption Among Pre-Teen Children

Author/ Authors/ Presenter/ Presenters/ Panelists:

Gillian Vinson, Governors State UniversityFollow

Type of Presentation

Poster Session

Location

D2400 - University Library

Start Date

4-16-2025 11:30 AM

End Date

4-16-2025 12:45 PM

Description of Program

This research project investigates the impact of social media on pre-teen clothing consumption. The project aims to develop strategies for fostering responsible consumer habits by examining children's motivations and social media engagement. Through literature review and analysis, it seeks to promote healthier buying practices among young consumers in this Digital Age.

Abstract

Pre-teen children define a valuable and vulnerable segment of modern clothing consumers, intensified by their prevalent social media engagement. According to a 2022 study on pre-teen social media engagement (8 to 12-year-olds), social identity and self-identity are prevailing dimensions that motivate pre-teen activity on social media. (Lichy, McLeay, Burdfield, & Matthias, 2022). As a pre-teen’s attachment to connectivity through social media increases, the child views their peers and online influencers as reputable sources for consumption decisions, often correlating “popularity” to “practicality.” This research paper aims to understand that while pre-teen children have more access to clothing brand information, they may be unable to process the onslaught of available information to create long-term healthy buying habits. Using a literature review method, this paper explores the motivations behind pre-teen clothing consumption to provide practical methods of teaching pre-teen children to be responsible consumers while navigating social media. I examined literature depicting clothing consumption among pre-teen children in relation to social media engagement, provided an analysis of the motivation behind clothing consumption, and constructed a conclusion based on the findings. The results and implications of the literature review will be discussed.

Faculty / Staff Sponsor

Michel Nguessan, Ph.D.

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Apr 16th, 11:30 AM Apr 16th, 12:45 PM

Understanding the Motivations Behind Clothing Consumption Among Pre-Teen Children

D2400 - University Library

Pre-teen children define a valuable and vulnerable segment of modern clothing consumers, intensified by their prevalent social media engagement. According to a 2022 study on pre-teen social media engagement (8 to 12-year-olds), social identity and self-identity are prevailing dimensions that motivate pre-teen activity on social media. (Lichy, McLeay, Burdfield, & Matthias, 2022). As a pre-teen’s attachment to connectivity through social media increases, the child views their peers and online influencers as reputable sources for consumption decisions, often correlating “popularity” to “practicality.” This research paper aims to understand that while pre-teen children have more access to clothing brand information, they may be unable to process the onslaught of available information to create long-term healthy buying habits. Using a literature review method, this paper explores the motivations behind pre-teen clothing consumption to provide practical methods of teaching pre-teen children to be responsible consumers while navigating social media. I examined literature depicting clothing consumption among pre-teen children in relation to social media engagement, provided an analysis of the motivation behind clothing consumption, and constructed a conclusion based on the findings. The results and implications of the literature review will be discussed.