Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

Ardvin Kester S Ong,Maria Arielle Cleofas,Yogi Tri Prasetyo,Thanatorn Chuenyindee,Michael Nayat Young,John Francis T Diaz,Reny Nadlifatin,Anak Agung Ngurah Perwira Redi

doi:10.3390/joitmc7040211

Abstract

The fashion industry has been continuously growing over the years, yet it is an industry that was greatly affected by the COVID-19 pandemic. The purpose of the study was to determine the factors affecting buying behavior of Filipinos towards clothing apparel during the COVID-19 pandemic. There were 457 respondents who voluntarily participated and answered an online questionnaire. Structural equation modeling (SEM) indicated that marketing mix was found to have significant effects on attitude, subjective norm, and perceived behavioral control, which subsequently led to purchase intention. In addition, the COVID-19 latent variable was found to have significant effects on self-perceived severity and self-efficacy, which subsequently led to attitude and purchase intention. Interestingly, marketing mix was found to have the highest effect on actual purchase, which indicated that innovation dynamics are the keys for the buying behavior. The SEM construct can be applied to determine the clothing apparel buying behaviors of consumers in other countries, particularly during the COVID-19 pandemic. Finally, advertisements, promotions, sales, and health safety should be considered as innovation dynamics during the COVID-19 pandemic.

Highlights

The fashion industry has gained interest and attention due to the continued growth of the global fashion industry and brands [1]
Sales/promotions, and health safety are being considered by customers when purchasing clothing apparel. This could be taken into consideration when creating a marketing strategy in engaging people to continue purchasing clothing apparel despite the COVID-19 pandemic
Clothing apparel buying behavior is not widely discussed during a pandemic despite being one of the industries that are greatly affected. This led to the purpose of the study—to determine the factors affecting buying behavior of consumers in the Philippines towards clothing apparel during the COVID-19 pandemic

Summary

Introduction

The fashion industry has gained interest and attention due to the continued growth of the global fashion industry and brands [1]. The global clothing and apparel market has achieved $758.4 billion with a Compound Annual Growth Rate (CAGR) of 7.5% from 2014. Having the fashion brands that consistently ranked in the top 100 brands in the world, the fashion industry has experienced changes over the years that led to significant success [3]. The significant success of the fashion industry has been the result of an assortment of two products: basic items and fashion items [4]. Basic items correspond in being efficient to meet the market’s demands, while fashion items are the response to the current trend in the market [5]. One of the global brands that have successfully responded to the market

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Conclusion