Apparel Purchase Research Articles

Sustainable Apparel Consumption: Personal Norms, CSR Expectations, and Hedonic vs. Utilitarian Shopping Value

The sustainable consumption trend is gaining popularity among Gen Z. Guided by the environmental awareness construct, Norm Activation Model, corporate social responsibility paradigm, and shopping value perspective, this study aims to assess how environmental awareness is connected to consumer evaluations of their personal consumption behavior and corporate social responsibility to help explain their sustainable apparel purchase intention, in conjunction with consumer shopping motivation. An online survey was conducted with a group of Gen Z consumers (N = 192). The results from testing the conceptual model indicated that environmental awareness was positively linked to personal norms and CSR expectations, both of which were similarly related to green purchase intentions. While hedonic and utilitarian shopping value was positively associated with CSR expectations, they were both negative predictors of green purchase intentions. This study is the first to integrate environmental ethics, personal ethics, expectations of corporate ethics, and hedonic vs. utilitarian consumption value to better understand the attitude–behavior gap in sustainable apparel purchase decision-making.

Understanding the role of individual concerns, attitude, and perceived value in green apparel purchase intention; the mediating effect of consumer involvement and moderating role of generation Z&Y

Understanding the role of individual concerns, attitude, and perceived value in green apparel purchase intention; the mediating effect of consumer involvement and moderating role of generation Z&Y

Female Consumers’ Involvement in Intentional Non-Sustainable and Unintentional Sustainable Apparel Decisions: An Emerging Market Perspective

This study is aimed at determining consumers’ sustainable apparel involvement in the purchasing or disposing of apparel in an emerging market context (EMC). Consumers in developed countries show increased interest in sustainable apparel behaviour, contrary to emerging markets such as South Africa, which is indicative of the lowest level of sustainable apparel consumption. An exploratory descriptive qualitative research design was used to determine consumers’ involvement and was facilitated through eleven digitally recorded small focus groups with female apparel shoppers who make use of a custom-made apparel designers. The findings reveal intentional non-sustainable apparel decisions manifest through eco-uninvolved in- store purchases and once-off commissioned designer apparel orders. Unintentional sustainable apparel behaviour is characterised by (1) in-store apparel purchases: signifying quality clothing, observed in the material and stitching, resulting in clothing items worn for longer and handed down from generation to generation, sensitivity to the origin of the garment and (2) apparel disposal behaviour such as (a) keeping apparel as cleaning material and repurposing into wearable apparel; (b) permanent disposal through handing down items and (c) temporary disposal through exchanged items. Applying the Elaboration Likelihood Model, it was possible to explain the lack of elaborated involvement in sustainable apparel practices resembling the peripheral route of the model. Unintentional sustainable practices have not been identified in the South African context, indicating the valuable contribution consumers in an emerging market context (EMC) can make if better awareness is created by the government and the retail sector specifically to address intentional non-sustainable purchasing behaviours in future.

Assessing customers' attitude towards online apparel shopping: A three-way interaction model

This paper aims to explore the attitude-intention-purchase behavior mechanism for the online purchase of apparel. Using the theory of planned behavior (TPB) as an underpinning theory, the moderating effects of electronic word of mouth (EWOM), perceived risk, and perceived behavioral control in the relationships have been examined. Data were collected from 432 online apparel consumers using a survey questionnaire. First, the instrument's psychometric properties were checked, and then data was analyzed using Hayes's PROCESS macros. The results indicate that online purchase intention mediates the relationship between consumers' attitudes toward online shopping and actual purchase behavior. In addition, the results found strong support for the three-way interactions between attitude, perceived risk, and EWOM on purchase intention, and (ii) attitude, EWOM, and perceived behavioral control on actual purchase behavior mediated through purchase intention. The three-way interactions involving the double-moderation of EWOM make significant contributions to the growing literature on online buying.

Antecedents of consumers' online apparel purchase intention through Virtual Try On technology: A moderated moderated‐mediation model

AbstractThe study aims to empirically examine the consumers' online apparel purchasing behavior using the constructs from the technology acceptance model (UTAUT). The complex interrelationships between perceived usefulness, perceived risk, perceived enjoyment, and virtual try‐on (VTO) technology were explored using a moderated moderated‐mediation model. Most importantly, this research focuses on how VTO, one of the frequently used disruptive technologies, influences consumer behavior. Using a structured survey instrument, the data was collected from 288 millennial respondents and has been analyzed using Hayes's PROCESS macros. The results reveal that attitude towards VTO mediated the relationship between perceived usefulness and behavioral intention of customers to engage in online shopping. Perceived risk (first moderator) negatively moderated the relationship between perceived usefulness and attitude towards VTO, and perceived enjoyment (second moderator) has positively moderated the relationship between perceived usefulness and perceived risk and behavioral intention mediated through attitude towards VTO. The theoretical and practical implications were also discussed.

인스타그램 광고 맥락에서 여성 소비자의 결혼 여부, 온라인 댓글 성향, 그리고 인지된 댓글 수준이 애슬레저 의류구매 의도에 미치는 영향

This study defines and presents the effects of female consumers’ marital status, online comment propensity, and perceived level of comments on athleisure apparel purchase intention in the context of Instagram advertisements. Paying attention to the growth of the athleisure market, where female consumers are in the mainstream, 400 women in their 10s to 40s are selected as the test subjects. For the study, 2 (marital status: single vs. married) × 2 (online comment tendency: positive vs. negative) × 2 (perceived comment level: low vs. high) ANOVA is used to present the results. As a result of the study, significant main effects are found in all marital statuses, online comment propensity, and perceived comment level. This study also clarified a significant interaction between comment propensity and perceived comment level. Based on the research results, vast implications are presented.

Sustainable apparel: a perspective from Bangladesh’s young consumers

PurposeThis study aims to understand Bangladeshi young consumers’ perceptions of sustainable apparel. Specifically, through the lens of the theory of reasoned action (TRA), this study investigates the impacts of man–nature orientation (MNO) and social influences on Bangladeshi young consumers’ intention to purchase sustainable apparel.Design/methodology/approachEmpirical survey-based research was conducted, and data were collected from 387 Bangladeshi college students.FindingsThe findings of the study show that MNO significantly influences Bangladeshi young consumers’ attitudes toward purchasing sustainable apparel, which, together with social influences, impacts young Bangladeshi consumers’ intention of making efforts to purchase sustainable apparel.Originality/valueThis study incorporates the specific cultural value – MNO with the traditional TRA model to understand young Bangladeshi consumers’ sustainable apparel purchase intention. The results of this study demonstrate the applicability of the TRA framework in understanding young consumers’ sustainable apparel consumer behavior in the context of Bangladesh, which is a developing country with a collectivistic culture. This study provides insights into how apparel brands and retailers should design their sustainability strategies in developing countries such as Bangladesh.

The Impact of COVID-19 on Online Fashion Apparel Purchase Intention

The purpose of this study is to determine the influence of Covid-19 on the intention to purchase online fashion clothing. A structured questionnaire was used to collect data from 231 customers in an online survey. The researchers utilised exploratory factor analysis to uncover the most important elements that influence customer behaviour while purchasing online fashion items. Multiple regression study revealed that situational variables, practical motive, and safety and precaution had a positive and substantial influence on customers’ online buy intention for fashion items. Hedonic incentive, on the other hand, had a minor impact, despite being beneficial on purpose. A structured questionnaire was shared with the respondents for data collection. The Questionnaire was floated between individuals who purchase fashion apparel online. The questions assessing the four predictors were first subjected to an exploratory factor analysis. Second, multiple regression was used to determine the influence of these variables on online purchase intentions among customers.

Drivers of green apparel consumption: Digging a little deeper into green apparel buying intentions

AbstractThe apparel industry's sustainability is gaining scholars' attention amidst increasing concerns about its environmental impacts. However, to ensure that the industry's efforts in environmental preservation succeed, it is crucial to identify the factors that can positively influence consumers' purchase or buying intentions for green apparel. However, at present, this topic is relatively understudied. Assimilating the norm activation model (NAM) and the stimulus–organism–response (SOR), we investigate economic, cognitive and ecological factors as antecedents to consumers' green apparel buying intentions. Additionally, we adapt the model to consider consumers' knowledge about apparel production as a moderator. Empirically analysing data from 478 apparel consumers from the USA through structural equation modelling, we found significant roles for affordance, ecological concerns and ascription of responsibility as stimuli influencing an individual's cognitive state through green self‐efficacy, green attitude and personal norms. The latter, in turn, affects the individual's buying intentions. Our findings entail several suggestions to help scholars, policymakers and business managers positively influence consumers to make green purchase decisions. We contribute significantly to the literature by explaining the nuances of driving factors that promote green apparel buying, and practitioners can leverage them to devise appropriate strategic tactics supporting such consumption practices.

What motivates the purchasing of green apparel products? A systematic review and future research agenda

AbstractThe contemporary business landscape is witnessing an ever‐increasing concern for environmental sustainability, which has also surfaced in the apparel industry through the introduction of green apparel. Whether the adoption of green apparel is as a result of growing external pressures on firms to adopt green practices or due to deliberate strategies to incorporate sustainable orientation in the making of products, it remains a topical subject—making a comprehensive account of the existing academic literature indispensable. Furthermore, while academic research on green apparel is undoubtedly at an all‐time high, the literature is largely disjointed, necessitating a robust synthesis of the exiting literature to illuminate the existing shortcomings and to provide direction to the future research efforts. A systematic literature review (SLR) was conducted to gauge the existing literary work in this field and to identify research gaps. After the critical review of 90 selected studies, four major themes were extracted: consumer apparel purchase, circular economy, consumer awareness, and barriers. After we identified theme‐based critical knowledge gaps in the existing literature, we posed corresponding research questions that provide avenues for future research. The study also constructed a framework with significant practical and theoretical implications. Researchers can obtain a comprehensive understanding of the broader contours of this academic field and, with our meticulously tabulated gaps and potential research questions, explore new dimensions and broaden the horizons of this field.

The determinants of eco-fashion purchase intention and willingness to pay

Purpose This study aims to examine the effect of social influence, environmental concerns and altruism on consumer purchase intention of eco-fashion (PIEF). In addition, this study, exploring the essential behavioral outcomes influenced in marketing, seeks to deepen the existing insight in this area. Design/methodology/approach To obtain the required data, the authors surveyed a group of people with previous experience in the purchase of eco-friendly apparel. The research hypotheses were tested using the structural equation modeling technique. Findings According to the results, social influence had the most significant impact on PIEF. Also, environmental concerns and altruism had a significant effect on PIEF. The results further indicated that eco-fashion purchase intention, in turn, influenced consumer willingness to engage in eWOM and pay a price premium. Practical implications The results of the present study guide marketing practitioners for the segmentation of target consumers, as the information on consumers’ natural needs and desires in a socio-cultural context is of significant use to fashion managers to understand their customers deeply. This information also helps them discover better ways of designing their marketing campaigns. Originality/value This paper contributes to research by advancing an understanding of how consumers make eco-fashion consumption decisions in purchasing apparel and provides businesses with managerial insights into devising marketing strategies to promote eco-fashion consumption, which facilitates fashion companies’ development of a sustainable fashion supply chain.

Manifesting globalness through country of origin advertising and its effect on consumer’s apparel purchase intention

Manifesting globalness through country of origin advertising and its effect on consumer’s apparel purchase intention

Influence of e-WOM on women's apparel purchase intention: a study on Myntra app

Influence of e-WOM on women's apparel purchase intention: a study on Myntra app

Can you see the feel? The absence of tactile cues in clothing e-commerce impairs consumer decision making

ABSTRACT The lack of sensorial input in the e-commerce domain impairs consumers’ online apparel purchases. Therefore, it is important to identify possible compensatory cues to present the ‘feel’ of a garment in an enhanced way. This study investigates how visual interpretation of the feel of fabrics is related to the actual feel. Haptic textile attributes of seven fabric swatches were quantified in an online questionnaire (part I), simulating an online shopping experience. Separately, a physical assessment of samples mailed to participants (part II), simulating an in-person shopping experience, was performed. Part I and II comprised 20 participants each. No robust significant difference was found between sex. The comparison of the visual only and the visual-haptic assessment showed higher variability and lower scores of the haptic attributes in the visual only session. Especially textile surface structure related haptic attributes could not be conveyed visually and needed tactile sensory input to assess.

What Apparel Impulse Buying Says About Our Society: Does Consciousness for Sustainable Consumption Matter for Apparel Impulse Buying?

The purpose of this study was to investigate the relationship of consciousness for sustainable consumption (CSC) between fashion clothing involvement (FCI) and apparel impulse buying. In January 2019, at a southeastern university, a total of 2,399 college student responses to an online survey were analyzed through conditional regression process modeling (Hayes, 2018) to find the mediation effect of CSC between FCI and impulse buying. Environmentally conscience consumers were less likely to impulsively buy clothing, but surprisingly, socially conscience consumers were more likely to impulse buy clothing. The study's results reveal why consumers make impulsive apparel purchases and how they perceive their own sustainable consumption. The implications for families and educators are that more needs to be done in connecting the relationship between unsustainable buying behavior and the negative effect on society.

Application of Factor Analysis to Identify the Factors affect the Apparel Purchase Decision of Indian Customer

Staying up to date on the current market trends, meeting customer requirements and having knowledge of strategies and offerings of competitor brands is extremely crucial for a brand to survive in today’s competitive world. With globalization, consumers have myriad choice and are extremely selective while making purchase decisions. With various apparel giants witnessing high fluctuations in their performance in the past few years it is evident that the market changes over time but the only this constant is customer’s quest for quality product. To find out the factors affecting the Indian customer’s buying decision, a statistical factor analysis was carried out which uncovered five prominent factors that affected sales of a garment is arrived, namely FIT, Assortment, Perceived Value, Characteristics and Prolongation. All these five factors affecting sales were authenticated by the statistical Reliability Test.

Marketing Education and CSR: Gender Differences Within Generation Z

This research examines the relationship between gender and the consumer purchase decision of apparel products, with an emphasis on economic, social, ethical, stakeholder, sustainability, and discretionary aspects of CSR. Findings from a large midwestern university (n=170) suggest that women, more than men, consider CSR in apparel purchase decisions. Between both genders, social and sustainability CSR efforts were more recurring. The paper investigates a range of CSR activities and highlights differences between genders in generation Z. Educators should be aware that there is a gap between genders although the sample was of a younger generation that is typically perceived as progressive.

Aptitude Impact on Consumers Apparels Purchasing from Bricks-and-Mortar to Online Shopping during Endemic in Malaysia

This ongoing study is to determine the aptitude impact on consumers apparels purchasing from physical to online during endemic. The review of related literature and mapping with the data from survey was utilized. The outcome shared on how the Malaysian Generation Y and Generation Z consumers were preferred using the online rather than bricks-and-mortar. This study clearly defined that both generations was commonly adopted with the new method of online shopping. This issue was clearly supported based from the survey and supported by relevant studies, in order to strengthen the nature of the chosen and option of apparel purchase either online or brick-and-mortar.

A STUDY ON CONSUMER APPAREL BUYING BEHAVIOUR

Due to the proliferation of media, the growth of the smart phone industry, increased internet usage, increased access to information, increased exposure, smaller families, and ambitions for a higher standard of living today, people are more cognizant of their lives now that they have more disposable income. Due to digitization and increase in the number of malls, people are now left with a plethora of choices for apparel purchase. This paper studies the consumer buying behaviour of apparel buyers. With a sample size of 331 selected on convenience basis, the findings of the study revealed that majority of the sample preferred to purchase online over offline modes. Also the buying pattern varies significantly across genders. Moreover it is seen that festive offers have a great influence over apparel customers in a way that if customers finds the offers lucrative , they are willing to go above budget. Also there is a considerable difference in the purchase behaviour across specific age groups with or without festive offers. It is also founded out that the majority of the sample agreed that income has significant influence on their decision to make a purchase. KEYWORDS:- Consumer buying behaviour, apparels, fashion sector, festive, peer influence, purchase.

Analysis of golf apparel purchase decisions using the extended model of goal-directed behavior

We surveyed the golf fashion apparel purchase decisions of 270 golf players in Korea using the extended model of goal-directed behavior. Frequency, confirmatory factor, reliability, correlation, and path analyses were performed and structural equation modeling was used to analyze the data. Attitude, subjective norms, and perceived control were not significantly associated with golfers' desire in relation to apparel purchase decisions. However, positive and negative anticipated emotions and prior knowledge positively impacted their decisions, and prior knowledge and desire were positively associated with their purchase intention. Golf fashion apparel was purchased for users' own benefit, as a need-based emotional decision based on prior information, as opposed to being a spontaneous purchase made to attain greater social status. An increase in the demand for golf apparel purchases leads to an increase in golf participation, which will have a positive impact on the popularization and growth of the golf industry in Korea.