Abstract
The article explores the mechanisms that affect consumers’ interest in luxury clothing innovations. The actual research aims to investigate the effect of status quo and clothing involvement on consumer brand loyalty. More, it was intended to quantify the influence of the level of engagement concerning clothing acquisition and the status quo tendency on the consumers’ level of interest toward innovative luxury fashion products. The models were analyzed through the partial-least square-path modeling method. The results revealed that status quo bias and consumers’ involvement in fashion influence their loyalty to brands and level of innovativeness. The novelty of the present research comes from the analysis of the impact of the status quo manifest variables on consumers’ innovative tendencies. Moreover, it was found that status consumption fully mediates the relationships among the investigated predictors and considered outcome variables. The mediator manifests the highest effect size of all investigated predictors. The actual paper advances research in a direction that was not sufficiently addressed in the past, introducing the status quo construct as the main predictor of peoples’ inclination to be loyal to a brand or to manifest a tendency toward innovativeness. Moreover, the article emphasizes the essential role manifested by social status in foreseeing a behavioral response.
Highlights
Published: 7 May 2021Consumption appoints a process of spending for getting utility or for satisfying specific needs
The existing literature revealed that status consumption represents an effective motivator to adopt a behavioral change
The focus of the present research was designated by luxury fashion items, which is a product category where status consumption manifests an essential role
Summary
Published: 7 May 2021Consumption appoints a process of spending for getting utility or for satisfying specific needs. Consumers buy products for a variety of reasons. Their behavior manifests an essential element in the survival of an industry in the market. More than to satisfy existential needs and carry out practical functions, several goods are bought because of their potential to respond to social or psychological necessities [1]. One of the several social motives that urge consumers to buy items is represented by their desire to confirm their social status [2,3,4]. This necessity of social status confirmation is more visible when it comes to luxury goods. Consumers consider luxury a vital element in defining themselves as members of a high social class [6]
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