Author(s): Pakinam Nazmy, Lama Blaique and Subramaniam Ponnaiyan
The main aim of this study is to identify the relationships between internal (self-esteem, materialism, and impulsive buying) and external (sales promotion, advertising, and credit card misuse) factors that influence consumers' compulsive buying behaviours in Egypt’s fashion industry. Internal and external factors are assumed to positively influence consumers' compulsive buying behaviour; however, a limited number of studies have tested these relationships. This study addresses this gap in the literature. A total of 373 questionnaires were distributed among staff at different universities in Egypt, using proportionate quota sampling. The data collected from the survey were analyzed using structural equation modelling. The results indicate that materialism, impulsive buying, and credit card misuse positively influence Egyptian consumers’ compulsive buying behaviour in the fashion industry. Low self-esteem, sales promotion, and advertisements do not affect compulsive buying behaviour. This study will benefit marketers and fashion brand managers in the emerging Egyptian market by developing the most appropriate marketing strategies, while simultaneously trying to reduce the negative consequences of compulsive buyers.