Abstract

The research aimed to assess to what extent young people's consum of trendy products can be explained by four psychosocial models, namely Theory of Reasoned Action (Fishbein e Ajzen, 1975), Theory of Planned Behavior (Ajzen, 1988, 1991) and Theory of Self Regulation (Bagozzi, 1992) and a new model labelled Self-Expressive Consumer Behaviour. Two samples of young people (aging from 15 to 25 years) were recruited from central (187 Ss) and southern (195 Ss) Italy. Data analyzed by means of LISREL VIII show that the new model labelled Self-Expressive Consumer Behaviour, proposed in this research, provides the best explanation of young consumers' behavior.