THAI UNIVERSITY STUDENTS IN THE ERA OF MODERN CONSUMERISM : HOW HAS CONSUMERISM AFFECTED THE LIFESTYLE AND CONSUMPTION OF FEMALE UNIVERSITY STUDENTS IN BANGKOK WITH THE CASE STUDY OF FASHION?

Abstract: The purpose of this research was to find how young women in Bangkok spend their money, especially in terms of fashion consumption in the new context of globalized consumer society. The research was conducted through general observations and interviews with designers and fashion shop owners in order to find out their views of fashion and consumption among the young women in the city as well as through interviews with female university students in order to find out their consuming behavior of fashion commodities, lifestyle, views of fashion and what influenced their spree. In the highly globalized, urbanized and commercialized society today, youth became the target of consumerism due to their relatively high spending power and the ability to absorb new trends and culture. Fashion became a significant element of the consumer society and Bangkok was no exception. Young women became more fashion conscious today than in the past and spent a great amount of money on fashion apparels. Consumption has turned into consumerism in the globalized environment.