Analyzing buying behavior of plus-size clothing consumers in ecommerce

WOS: 000413600700012During the recent years, obesity is increased in societies due to the reasons such as increasing stressful life, working long hours at desks and unhealthy nutrition. Therefore, number of plus-size clothing consumers is rapidly increased due to the increasing obesity. The enterprises, which want to attract plus-size consumers' attention, increase and enrich their plus-size clothing collections. Besides, the enterprises also take advantage of e-commerce, which has an increasing popularity, by selling their plus-size clothing collections via their own websites and/or e-commerce websites. This study aims to analyze the buying behavior of plus-size clothing consumers in e-commerce. In accordance with the aim of the research, a survey is conducted to plus-size consumers who buy clothing products via internet. Obtained research results are analyzed and suggestions are made