Clothing Consumption Behavior Research Articles

Exploring young adult consumers’ sustainable clothing consumption intention-behavior gap: A Behavioral Reasoning Theory perspective

Clothing overconsumption is a growing global phenomenon with serious effects on the environment and society. Huge amounts of textile waste are ending up U.S. landfills due to unsustainable clothing consumption patterns. With the conceptual underpinnings of Behavioral Reasoning Theory, the purpose of this study was to explore sustainable clothing consumption behaviors (SCCBs) that young consumers were most and least likely to engage in and to understand specific reasons for their decisions to engage in a variety of SCCBs. The study used qualitative method of inquiry and conducted six focus groups with forty-one young adult consumers. Data was transcribed and analyzed to develop specific reasons that the participants attached to engage or not engage in SCCBs. Qualitative analyses revealed that participants’ reasons for engaging in SCCBs included perceived value, sustainability commitment, uniqueness, acquisition from known sources and lifestyle changes. Specific reasons for not engaging in SCCBs included perceived lack of variety/style, budget constraints, skepticism, lack of knowledge/skills, emotions attached to consumption, perceived lack of availability and consumers’ self-indulgent behavior. The findings of this study provide important implications for public policy makers and businesses to integrate and promote circularity in the fashion industry. The study also emphasizes the important role consumers’ play in extending clothing lifecycle.

Effect of eco-friendly clothing knowledge and consciousness on ecological clothing consumption behavior

Consumers’ interests in the environment have been growing; hence, their consciousness about the environment has changed and affected their clothing shopping behavior. Prior study indicated attitude-behavior inconsistency in eco-friendly consumer behavior. It was because consumers’ consciousness or attitude was often measured at an abstract level, not at a product specific level. This study investigated eco-friendly clothing knowledge, eco-friendly clothing consciousness, and ecological clothing consumption behavior. The effects of consumers’ level of clothing involvement and subjective norms in this process were also investigated. For the empirical research, a questionnaire was developed, and responses from 480 women in their 20s to 50s were statistically analyzed. Results indicated that interest and fashion consciousness dimensions of clothing involvement had a significant influence on ecofriendly clothing knowledge, which thereby significantly influenced the three factors of eco-friendly clothing consciousness: social responsibility, health orientation, and clothing resource-saving consciousness. Such factors had different roles in the clothing consumption process. Social responsibility had a significant influence on the entire process of clothing consumption: shopping, purchasing, using, and disposing behaviors. Health orientation consciousness had a significant influence on shopping and purchasing behaviors, whereas resource-saving consciousness had a significant impact only on shopping behavior. Subjective norms were significantly correlated with all aspects of the clothing consumption process. Influence on disposing behavior was relatively weaker than other aspects of clothing consumption behavior.

어머니의 친환경 의복소비행동이 유아의 의복관리행동에 미치는 영향: 어머니 양육태도와 유아 자기조절능력의 조절효과를 중심으로

어머니의 친환경 의복소비행동이 유아의 의복관리행동에 미치는 영향: 어머니 양육태도와 유아 자기조절능력의 조절효과를 중심으로

The Ethical Consumption Consciousness and Clothing Consumption Behavior of Adolescents

The Ethical Consumption Consciousness and Clothing Consumption Behavior of Adolescents

An Environmental Perspective on Clothing Consumption: Consumer Segments and Their Behavioral Patterns

Efforts to decrease the environmental impact of today’s clothing industry across the entire process of production, purchase, maintenance, and disposal can be driven by either suppliers or consumers. Changing the behavior of the latter, however, requires an understanding of current clothing consumption patterns—a currently under-researched area. We therefore shed more light on these patterns in the purchase, use and maintenance, and discard phases by analyzing unique data on 4617 adult consumers (aged 18–65) from Germany, Poland, Sweden, and the U.S., who we divide into five segments based on clothing consumption behavior. At the low end of the spectrum is a consumer segment that earns the least, consumes mostly budget brand clothing, and is the least open to alternative more environmentally friendly business models such as fashion leasing or clothing libraries. At the other extreme lies a small segment that earns the most, engages in high consumption of medium or premium brand clothing, and is most open to alternative business models. Lying between these two is a primarily female segment that purchases an above average amount of clothing from budget brands. In addition to the segments’ different reported purchase behavior and a varying openness to alternative business models, we identify differences in willingness to pay for clothing made of material that is more environmentally friendly than conventional fabrics. These observations suggest several promising directions for environmental interventions tailored toward specific consumer segments.

소비자의 의류소비행동에 관한 비교연구 : 한국 vs. 중국

최근 중국 경제성장 잠재력과 소득대비 높은 의복구입비 등 때문에 의류산업에서 매력적인 시장으로 여겨지고 있다. 한국 의류업체의 가장 강력한 경쟁업체이자 가장 큰 시장으로 등장한 중국과 중국 소비자의 의류 구매행동과 국내·외 브랜드에 대한 태도를 이해하는 것은 매우 중요하다. 한국과 중국 소비자의 의류소비행동을 비교해 보고 그 차이점을 이해하는 것은 향후 한국 및 중국내 경쟁력 확보를 위한 마케팅 전략개발에 많은 시사점을 제공해 줄 수 있을 것이다. 본 연구는 한국과 중국 소비자의 의류소비행동에 대한 비교연구이다.BR 본 연구를 위한 자료는 18-25세의 한국과 중국 여대생 소비자에 대한 설문조사를 통해 얻어졌으며, 한국 설문 191부, 중국 설문 186부를 분석에 사용하였다. 수집된 자료는 결과분석을 위해 빈도분석, t-검점, 회귀분석, 2-way ANOVA 등을 이용하였다. 분석결과, 중국 여대생들은 정장을 더 선호하였으나 한국 학생들은 캐주얼 의류를 더 선호하는 것으로 나타났다. 또한 중국에서는 의류 구매를 위해 백화점과 전통 시장에서의 구매를 더 선호하는 것으로 나타났으나 한국에서는 인터넷, 하이퍼마켓에서의 구매를 더 좋아하는 것으로 나타났다.

아웃도어웨어 소비자의 사회적 가치관이 아웃도어웨어 추구혜택 및 소비행동에 미치는 영향

아웃도어웨어 소비자의 사회적 가치관이 아웃도어웨어 추구혜택 및 소비행동에 미치는 영향

Clothing adaptation and clothing consumption behavior according to acculturation in married Chinese immigrant women

This study seeks to explore the relationship between clothing adaptation and acculturation for married Chinese immigrant women. In addition, it aims to analyze the differences in their clothing consumption behaviors according to acculturation level. To achieve these purposes, a quantitative research study was conducted on 291 wives of Korean-Chinese multicultural families in Seoul and Gyeonggi. The data was analyzed using factor analysis, cluster analysis, ANOVA, and the Duncun test. The findings were as follows. First, the women were divided into three groups based on their level of acculturation, which was defined as 'assimilated', 'marginalized' and 'segregated'. Second, the relationship between their acculturation level and their clothing adaptation was identified. The marginalized group had the lowest level of clothing adaptation. Third, the groups' differences in clothing selection criteria were analyzed. The segregated group considered the practical aspects (price, color, quality) of clothing to be more important than the other groups. The marginalized group scored the lowest in valuing the aesthetic factors (design, style, trendiness) of clothing. Finally, conformity of clothing consumption varied significantly based on acculturation level. The assimilated and marginalized groups showed higher levels conformity than did the segregated group. Clothing purchase location also varied significantly between the three groups. The assimilated and marginalized groups preferred online shopping, but members of the segregated group preferred to carry out their shopping off-line. This study showed that clothing adaptation and clothing consumption behaviors play key roles in understanding the acculturation of multicultural families.

Clothing adaptation and clothing consumption behavior according to acculturation in married Chinese immigrant women

Clothing adaptation and clothing consumption behavior according to acculturation in married Chinese immigrant women

환경의식에 따른 패스트패션 구매자의 의복소비행동에 관한 연구

This study investigates clothing consumption behavior of fast fashion purchasers according to environmental consciousness. Questionnaire examined 245 males and females in Busan who experienced fast fashion product purchases. Data were analyzed using factor analysis, t-test. ANOVA, Duncan Test and <TEX>${\chi}^{2}-test$</TEX>. The results are as follows. First, the result showed significant differences in environmental consciousness education according to demographic characteristics. Second, the results showed significant differences in the hedonic pursuit of purchase motivation for fast fashion products according to environmental consciousness. The low environmental awareness group pursued hedonic purchases towards the purchase motivation of fast fashion products. The results showed significant differences in fast fashion disposal behavior according to environmental consciousness; however, not for the disposal motivation of fast fashion. In the disposal behavior of fast fashion, the high environmental awareness group indicated social friendly disposal and the middle environmental awareness group indicated economical disposal. The result showed significant gender differences towards clothing consumption behavior of fast fashion according to demographic characteristics. Males and females showed significant differences in all purchase motivation factor for fast fashion products. They also showed significant differences in economical disposal towards fast fashion disposal behavior.

An investigation of mothers’ and tween daughters’ clothing preferences and purchase intentions toward a prosocial clothing company

Purpose – The purpose of this study is to invoke a consumer socialization approach to compare mothers and tween daughters on variables that may shape their clothing preferences and consumption behaviors. Additionally, this study explored the variables that predict how mothers and daughters respond to Pretty Brainy, an online clothing company that incorporates prosocial messaging into its product design and marketing. Design/methodology/approach – Data were collected from 106 mother-daughter pairs using an online survey. In completing the survey, participants were instructed to view and evaluate the Pretty Brainy brand web site and clothing. Findings – Mothers and daughters assigned similar degrees of importance to several clothing characteristics – including aesthetics/design, comfort, fit, use of socially responsible construction/production methods, and use of high performance technology – providing support for the consumer socialization model. Mothers and daughters were not similar on all clothing constructs explored, however, differing on the importance of some clothing characteristics examined (notably, brand name), as well as past socially responsible clothing purchase behavior, clothing involvement, and proximity of clothing to self. These differences may be explained in part by the mothers’ and daughters’ respective life stages. Among both mothers and daughters, attitude toward brand was the strongest predictor of purchase intention toward Pretty Brainy, which is consistent with established models of the attitude-intention relationship. Originality/value – This study provides understanding about the influence of mothers upon tween girls’ clothing consumption behaviors, helping to clarify inconsistencies in prior work as well as lending new insights into the role of mothers in socializing their daughters with respect to socially responsible clothing consumption.

Clothing Knowledge and Clothing Consumption Behavior : Comparison between Clothing Majors and Non-Majors

The purpose of this study was to investigate the differences of clothing majors and non-majors in clothing knowledge and consumption behavior. Subjective and objective knowledge were com-pared and factors of clothing consumption behavior were analyzed across the two groups. The subjects of this study were female student who went to University in Seoul. Data from 150 college female stu-dents were analyzed using SPSS. Results indicated that clothing majors had significantly higher level of clothing knowledge. The differences were smaller for subjective knowledge levels than objective knowl-edge levels Clothing majors tended to reform their clothes and coordinate their cloting items better than noon-majors. They considered styles more importantly than brands but have some level of conformity. Among clothing consumption behavior factors factors, reform ability and coordination ability significantly affected clothing knowledge.

Social comparison motivation of mothers’ with their adolescent daughters and its effects on the mother’s consumption behaviour

Whereas prior research has focused on consumer socialisation and intergenerational influence theories to study mother–daughter interactions, this research draws on identity to emphasise the association between mothers’ social comparison and their related clothing consumption behaviors in the presence of adolescent daughters. A survey of 423 adolescent daughters’ mothers shows how personal and relational identities combine to favor mothers’ social comparison process with their adolescent daughter and explain a set of consumption behaviors, including co-consumption practices (common shopping, joint purchases, clothing exchanges) and mothers’ changes in brands, stores and styles. In order to better target adolescent girls’ mothers, retailers could develop more inter-generational practices.

Aerobics Clothing Consumption Behavior of College Students in Hangzhou

Paper studies the aerobics clothing consumption behavior of college students in Hangzhou. By the way of detailed questionnaire and statistics analysis, the survey gets the conclusions about the preferred shopping site, factors influencing consumers` shopping decision, price choices, sources of information, color preference and decorative elements. So the research can help the enterprise fully understand college students` consumption behavior of aerobics clothing and meet their demands.

패션사이클 가속화에 따른 의류소비 행태 연구

The purposes of this study were to investigate the differences in clothing consumption behaviors among female consumer groups in their twenties and to understand the type of consumer group pursuing fast fashion. Questionnaire survey was conducted to 230 female consumers residing in Seoul and Kyung Gi area from June 18 to 29 in 2007, and 178 were used for data analysis. Data analysis were conducted with SPSS 12 program on the reliability test, factor analysis, cluster analysis, correlation analysis, ANOVA, Duncan`s multiple range test. Factors analyses were employed for the attitude toward fashion and shopping, and shopping motives. Four factors were formulated for the attitude toward fashion: interest in fashion, fashion-orientation, fashion leadership and fashion conformity. Six factors for the attitude toward shopping were found: information searching, shopping enjoyment, store patronage, impulse buying, brand-orientation and convenience. Buying motives for fashion goods were classified into 3 factors: for matching & occasion, to-be-in-fashion and for necessity. Four clusters were identified based on the attitude toward fashion: the fashion-interested, the fashion-indifferent, fashion leaders and the individuality-oriented. Among the groups, significant differences were found in information searching, shopping enjoyment and store patronage. Fashion leaders tended to spend more for expensive and up-to-dated fashion items, and for higher quantity than other groups. Consequently fashion leaders showed attractive customer characteristics for the fast fashion companies.