Factors of dress affecting self‐esteem in older females

Abstract

PurposeThe purpose of this study is to examine: direct effects of appearance management and fashion involvement on social participation; direct effects of social participation, appearance management, and fashion involvement on self‐esteem; and indirect effects of appearance management and fashion involvement on self‐esteem through social participation.Design/methodology/approachA total of 389 females aged 55 and over completed a mail survey measuring appearance management, fashion involvement, social participation, and self‐esteem. Principal component factor analysis was conducted to reduce multi‐items measuring the variables. Path analysis was employed to test direct and indirect effects among the variables.FindingsThe results of path analysis showed that social participation and appearance management had direct effects on self‐esteem, whereas fashion involvement had no direct effect on self‐esteem. However, both appearance management and fashion involvement had positive indirect effects on self‐esteem via social participation.Practical implicationsTo maintain self‐esteem in old age, individuals should be encouraged to participate in social activities and appearance management activities. The fashion and personal care industry should have an awareness of older female consumers' needs and develop and provide age‐related products and services.Originality/valueThis paper provides important contributions to gerontology, retailing, marketing, and consumer behavior‐related research. Although older adults (55+) are an important market segment, especially for the fashion and personal care industry, little research has included this group of consumers. This study showed that older adult females' self‐esteem was influenced by social participation, appearance management, and fashion involvement. The finding of this study helps marketers developing products targeting seniors.