US Consumers’ Perceptions of Garments Inspired by Indonesian Culture

Abstract

Abstract It is evident that there has been increase in integration of global economies as trade barriers were lifted in 2005 resulting in free trade. After agriculture, marketing of hand-produced, cultural products constitutes the second most important source of income in less developed countries of the world. The objectives of this study were to examine US consumers’ perceptions of garments that were culturally inspired by a specific sending culture to better understand the following: (1) perceptions of garment familiarity and garment complexity; (2) the relationship between perceived familiarity and garment adoption/acceptance; (3) the relationship between perceived familiarity and garment adoption/acceptance; (4) acceptance for garments culturally inspired by consumers’ cultural setting or geographic location; (5) acceptance for garments culturally inspired among the different age groups; and (6) delineation of US consumers’ cultural creativity. To accomplish this endeavor an instrument, developed for ...