Factors Related to Moscow Teenagers'' Purchase Intention

Due to globalisation, a need to express your individuality becomes acute, especially among teenagers. Sometimes, this uniqueness is expressed through subculture apparel (goth dark leathers, emo pinkish-black leggings, hip-hop baggish pants, etc.) This research aims to discover the factors which are related to the young Moscovites'' intention to purchase subculture apparel. It was found that girls and boys have a similar attitude towards subculture clothing and that brands and prices are not important factors when the teens consider buying subculture clothing, among other findings.