ISSN 2409-7616

Petrova P.I., Kargapolova E.V., Davydova Yu.A.



UDC 330.16

Petrova P.I.1 (Moscow, Russian Federation) – E-mail:, Kargapolova E.V.1 (Moscow, Russian Federation) – E-mail:, Davydova Yu.A.1 (Moscow, Russian Federation) – E-mail:

1Plekhanov Russian University of Economics

Abstract. In the modern world the role of fashion signs in the formation of human consumption is often more important than the utilitarian value of the goods and services they purchase. Based on the results of an empirical study recorded that it is about as important for people to feel fashionable and stylish people as they believe that it is important for other people. It is either quite expensive for people to follow modern fashion trends, or they cannot afford it at all. A very positive attitude of respondents to the fashion for ecology was recorded. According to the respondents, the main reasons for the emergence and spread of the trend towards ecology are fear due to an impending environmental catastrophe and objective socio-economic reasons. It was recorded that the majority of respondents were familiar with the topic of conscious consumption and tend to cause less harm to the environment with their consumption. It is suggested that the determining role in the formation of “fashionable” behavior is played by value factors, if there are no stronger material ones, which may be one of the indicators of the existing alienation in society. This article certainly does not exhaust the full depth of the problem of alienation in modern society in the process of consuming fashion signs. Therefore, the prospects for further research on this topic may be related to observations of changes in public consciousness under the influence of fashion, determining the causes of alienation in this process and finding ways to overcome it.

Keywords: alienation, fashion, signs, consumption, conscious consumption, trend for environmental friendliness.


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For citation:

Petrova P.I., Kargapolova E.V., Davydova Yu.A. Fashion in consumer society: the problem of alienation. CITISE, 2022, no. 1, pp.242-253. DOI: