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International Journal of New Developments in Engineering and Society, 2017, 1(4); doi: 10.25236/IJNDES.17422.

Research on The Influence of Brand and Fashion on Consumers' Purchasing Intention in The Food Field


Xiaomin Han

Corresponding Author:
Xiaomin Han

Hunan Normal University, Hunan, China, 410000


This paper takes university students as research object, using experimental research to show that the fashion and brand awareness of food have significant positive influence on the purchase intention, and that the brand awareness of food is more significant than that of food. Additionally, under the same brand awareness of foods, high-fashion foods are more likely to be bought than low-fashion foods, and compared with foods of low brand awareness, fashion has a more significant impact on the purchase intention of high brand awareness foods.


Food; fashion; brand awareness; undergraduate; purchase intention

Cite This Paper

Xiaomin Han. Research on The Influence of Brand and Fashion on Consumers' Purchasing Intention in The Food Field.  International Journal of New Developments in Engineering and Society (2017) Vol.1, Num.4: 89-92.


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