Publication Details
Abstract
This study examines the theoretical foundations and modern approaches to consumer purchase motivation in the context of marketing activities for textile products. Consumer motivation has evolved from simple economic explanations toward multidimensional models that incorporate psychological, emotional, social, cognitive, ethical, and technological factors. The research aims to analyze the evolution of consumer motivation theories and to systematize the main motivational factors influencing purchasing behavior in contemporary markets. The study is based on qualitative and descriptive research methods, including systematic analysis, comparative analysis, content analysis, classification, and theoretical synthesis of international and local scientific literature. The findings demonstrate that consumer purchase motivation has developed through four major stages: foundational, experiential, integrative, and modern stages. Contemporary studies emphasize the increasing importance of hedonic and utilitarian values, information trust, socio-emotional influence, and economic loyalty in shaping consumer decisions. In addition, digitalization, sustainability, ethical consumption, and omnichannel shopping behavior have become significant determinants of modern consumer motivation. The study identifies five major groups of purchase-oriented motivations: hedonic motivation, utilitarian motivation, information–trust motivation, socio-emotional motivation, and economic–loyalty motivation. The results indicate that understanding consumer motivation enables textile enterprises to improve marketing effectiveness, increase product demand, strengthen customer loyalty, and enhance competitiveness in dynamic market conditions. The study contributes to consumer behavior literature by providing a comprehensive conceptual classification of purchase motivations and highlighting the importance of integrated marketing strategies that combine both rational and emotional aspects of consumer behavior.