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Dress to Impress : How Social Identity Shapes Moldovans’ Consumption Behaviour at Home and in the Netherlands
Glavan, Andreea-Ceslava (2025) Dress to Impress : How Social Identity Shapes Moldovans’ Consumption Behaviour at Home and in the Netherlands.
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| Abstract: | Clothing plays a key role in expressing identity and cultural belonging, yet Eastern European contexts are often overlooked. This study addresses this gap by exploring how Moldovans use clothes to express identity, navigate materialism, manage impressions, and respond to social influences, comparing Moldovans in Moldova (n=13) and the Netherlands (n=17). Data were collected through 30 individual interviews. Thematic analysis helped explore how cultural norms, social expectations, and identity expression shape clothing choices, highlighting similarities and differences between the two groups. Participants in both groups use clothes to express intelligence, seriousness, and uniqueness. Moldovans in Moldova tie clothing more to social status, while those in the Netherlands value Moldovan folk costumes more. Materialism, tied to emotional needs and ease of buying, is less pronounced in the Netherlands. Gender norms, social media, and fear of judgment influence both groups, with diaspora participants being more aware of these pressures. Common cultural drivers include tidiness and post-Soviet influence; psychological ones involve seeking validation and fearing criticism. The study shows that clothing helps express identity and navigate social belonging, offering insights into post-Soviet identity and values, with relevance for other collectivist or transitioning societies. Keywords: social identity, consumer behaviour, social influences, dressing to impress |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 01 general works, 05 communication studies, 10 humanities in general, 70 social sciences in general, 71 sociology |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/107082 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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