How It Shapes Consumer Decisions

What is Herd Behavior?

Herd behavior refers to people’s tendency to follow the choices of others rather than making independent decisions. In marketing, this is one of the most powerful psychological factors influencing consumer behavior. When people see that others are buying a product or service, they assume it must be good. This behavior can be observed in many industries, from fashion to food and even sustainability trends.

Herd Behavior in the Textile Industry: From Fashion Trends to Sustainability

The textile industry is one of the fastest-changing sectors, where consumer behavior shifts rapidly based on trends. If a celebrity or influencer wears a particular outfit, millions of people may want to buy the same item. For example, the 90s "oversized" fashion trend made a comeback in recent years, and many brands adapted their collections to match this demand.

Recently, sustainable fashion has gained popularity. Major brands now promote collections focused on eco-friendly and ethical production. However, consumers should be aware of greenwashing, where companies falsely market their products as "sustainable" to attract environmentally conscious buyers. Many brands manipulate herd behavior to create a false eco-friendly image, leading consumers to make uninformed purchasing decisions.

Herd Behavior in Marketing Trends: The Low-Fat Milk Example

Herd behavior is also widely used in the food industry. For example, when consumers see a product labeled "50% less fat milk," they assume it is a healthier choice. However, many low-fat products contain added sugar or artificial ingredients to maintain taste. Still, when people notice that others prefer these products, they follow the trend without questioning its actual benefits.

Similarly, marketing phrases like “limited stock,” “trending product,” or “get it before it’s gone” trigger herd behavior. When a product goes viral on social media, many people buy it simply because it is popular, not necessarily because they need it.

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In the car industry, herd behavior is evident in the rising popularity of SUVs. A decade ago, sedans and hatchbacks were more common, but as more people started buying SUVs, they became the dominant choice. Car manufacturers fueled this trend by marketing SUVs as “safer, more spacious, and stylish.” Even people who don’t need extra space or off-road capabilities prefer SUVs simply because they are now seen as the “better” option.

Electric cars are another great example. Tesla played a significant role in making EVs mainstream. Early adopters bought Teslas, which created social proof. As more people saw Teslas on the road, the perception shifted from "electric cars are a niche product" to "electric cars are the future." Now, almost every car brand is investing in EVs, following the trend started by Tesla.