Clothing Purchase Behavior Research Articles

The effect of green purchase intention on emerging market consumers’ clothing purchase behaviour in South Africa

The purpose of this study was to determine the influence of the green purchase intention of emerging market consumers on their green purchase behaviour in South Africa. The calls by the United Nations’ (UN) Sustainable Development Goals (SDGs) for consumers and organizations to act and behave sustainably have generated much interest in green consumer behaviour. In SA, calls have also been made for clothing companies to create awareness about the impact of clothing buyer behaviour on the environment. Organizations should also enhance consumer knowledge of their green buying behaviour and the effect this has on the environment. A survey was conducted online among the emerging consumers in Soweto, Johannesburg, targeting 300 respondents. The results confirmed that environmental knowledge and social/peer influence have an impact on green purchase intention and that green purchase intention does influence consumer behaviour. The effect of green purchase intention on green clothing behaviour was found to be higher than the effect of environmental knowledge and social/peer pressure on purchase intention. Clothing firms and policymakers should focus on raising awareness, disseminating information, and using peer pressure to enhance customers' inclination to make environmentally friendly purchases. This, in turn, will impact the buying behaviour of consumers in emerging markets.

Investigating the Link between Consumer Attitudes and Behaviour in the Context of Sustainable Clothing: The Role of Social Norms

This study investigates the sustainable clothing consumer attitude–behaviour link and identifies the role of social norms in this relationship. A total of 218 responses were collected in an online survey in one small European country. Findings reveal that sustainable clothing purchase behaviour is influenced by consumer attitudes towards sustainable clothing and sustainable clothing purchase intention, which acts as a mediator between consumer attitudes towards sustainable clothing and purchase behaviour. The findings uncover three types of social norms that could be represented among individuals in Lithuania, but no moderating effects were found. Unexpected results reveal that one type of social norms, that is, social order/commandment norms, influences both consumer attitudes towards sustainable clothing and their intention to purchase sustainable clothing. These findings attempt to contribute to the sustainable clothing consumer behaviour field development. Managerial implications of how to induce a change in consumer attitude and sustainable clothing purchase intentions for business leaders and public policy makers have been offered.

Influence of celebrities and online communities on Indian consumers' green clothing involvement and purchase behavior

PurposeThe study examined the role of collective self-esteem (CSE), online communities, green attitudes and the influence of celebrities on green clothing involvement and consequently its impact on green clothing purchase behavior of Indian consumers.Design/methodology/approachA mix of convenience and random sampling was used for data collection via an online survey. The sample (n = 403) comprised consumers having awareness about green clothing. Structural equation modeling (SEM) was used for analysis.FindingsOnline communities, green attitudes and influence of celebrities predicted green clothing involvement and in turn their purchase behavior. CSE had no impact on consumers' green clothing involvement.Practical implicationsThe findings can help green apparel manufacturers and designers to use celebrities and online communities to educate and promote the benefits of green clothing. Social media can be employed to share experiences and engage consumers about green clothing.Originality/valueSince online networking sites are gaining predominance in influencing behavior, the study extends the earlier research on social influence by examining its role along with celebrities and CSE on green apparel involvement and purchase. The study combines celebrities, online communities and collective identity influences (offline and online) in predicting green clothing purchase in India.

Organic Cotton Clothing Purchase Behavior: A Comparative Study of Consumers in the United States and Bangladesh

The purpose of this research was to evaluate the differences and similarities of organic cotton clothing (OCC) purchase behaviors of the consumers who lie at the top and the bottom of the apparel supply chain. The influences of consumers’ sustainability knowledge and social norms on consumers’ attitudes and purchase intentions were examined to understand within the framework of the Theory of Reasoned Action (TRA). Sample data were collected from the United States and Bangladesh and, finally, 136 useable responses were used for the data analysis. Among the useable responses, 85 samples were from the US (containing 91.76% female participants and 4.71% male participants) and 51 responses were from the Bangladesh sample (containing 7.84% female participants and 88.24% male participants). A structural equation model was conducted to test the proposed hypotheses. Findings showed that for US consumers, sustainability knowledge was a powerful predictor of positive attitudes towards OCC, while for Bangladeshi consumers, it was not. In the context of social norms, Bangladeshi consumers demonstrated a strong positive attitudes formation whereas American consumers were found to display less strong relationships. OCC marketers and retailers should concentrate on educating consumers about the real benefits of organic cotton consumption by disseminating proper information about organic cotton fiber and its processing.

Equifinal causes of sustainable clothing purchase behavior: An fsQCA analysis among generation Y

Purchase intention of sustainable clothing is investigated using fuzzy-set qualitative comparative analysis to identify equifinal causal paths. A sample of 81 German students was drawn employing a two-stage cluster sampling approach. Environmental concerns appear to be a necessary condition for purchase intention. Segmentation according to gender revealed that for females, a pure focus on environmental concerns is sufficient for purchase intention, while the same configuration prevents this intention for males. Females emphasize price value considerations and do not wish for high visibility of their sustainable clothing, while males indicate the opposite. Further, a prestige-driven causal combination was found for the male segment, stressing social influence and visibility. The purchase intention of sustainable clothing yields interactions among causal conditions, corroborating the need for methodological diversity to gain a better understanding of the phenomenon.

Predicting clothing behaviors of Generation Y men through self-esteem and body dissatisfaction

This study investigated how various dimensions of body dissatisfaction of men in Generation Y (i.e., body dissatisfaction-weight, body dissatisfaction-muscles, and body dissatisfaction-height) influenced their clothing related behavioral responses, including clothing image avoidance and clothing purchase behavior. Self-esteem was included as a predictor variable for the three dimensions of body dissatisfaction. Data were collected through an online survey from heterosexual Generation Y men. Results indicated that self-esteem negatively influenced the three dimensions of body dissatisfaction differently; only the body dissatisfaction-weight dimension influenced men’s clothing image avoidance and clothing purchase behavior, when controlling for body dissatisfaction-muscles and body dissatisfaction-height. The findings were discussed, and implications were provided in the current study.

액티브 시니어 소비자들의 의복구매행동: 성별과 쇼핑성향 유형에 따른 비교

액티브 시니어 소비자들의 의복구매행동: 성별과 쇼핑성향 유형에 따른 비교

Investigating the Role of Knowledge, Materialism, Product Availability, and Involvement in Predicting the Organic Clothing Purchase Behavior of Consumers in the Indian Market

The present study examined the influence of organic clothing product involvement, consumption involvement, organic clothing knowledge, perceived product availability, and materialism on Indian consumers’ decision to purchase organic clothing. The study adopted a mix of convenience and random sampling for data collection via an online survey. The sample (n = 351) comprised of Indian consumers with an average age of 34. Structural equation modeling approach was followed to test the hypothesized relationships between the variables. Findings revealed that organic clothing product knowledge influenced organic clothing product and consumption involvement. Perceived product availability of organic clothing had an impact on organic clothing consumption involvement. Materialism influenced organic clothing consumption involvement, whereas organic clothing product and consumption involvement did not influence organic clothing purchase behavior.

Green thinking but thoughtless buying? An empirical extension of the value-attitude-behaviour hierarchy in sustainable clothing

The clothing industry holds huge potential for improvement concerning various aspects of sustainability. Although consumer attitudes towards sustainable products and services, both in general and specifically in clothing, have grown more and more favourable in the past years, the market share of clothing produced in environmentally friendly and socially responsible ways is still lagging behind. This article empirically investigates this phenomenon, known as the attitude-behaviour gap, in the context of sustainable clothing. Based on a large sample of female German consumers, a structural equation model is estimated to assess the magnitude of the attitude-behaviour gap and the impact of possible enablers of, and barriers to, sustainable clothing purchase behaviour. The value-attitude-behaviour hierarchy is used as a theoretical framework, augmented by further psychographic constructs hypothesised to influence behaviour. Apart from a considerable attitude-behaviour gap, the article indicates that a positive attitude towards social-ecological clothing standards, biospheric and altruistic values, as well as an affinity to online and catalogue shopping, enhance sustainable clothing purchases. Egoistic and hedonic values and, remarkably, a preference for durable clothing hinder sustainable clothing purchase behaviour. No significant effects of the suspected barriers – fashion consciousness and price sensitivity – have been identified. The results thus highlight the importance of changing attitudes and values towards sustainability, and of focusing on the durability of sustainable clothing and its availability via retail stores.

패션모델의 가치관과 쇼핑성향이 의복평가기준에 미치는 영향

초록 · 키워드 목차 오류제보하기 This research investigated the effect of fashion model"s value and shopping propensity on clothing evaluation criteria and analyzed the differences in shopping propensity and clothing criteria by duration of model career. Data were obtained from 388 male and female fashion models during March 21, 2016 and June 18, 2016 and SPSS 20.0 was used for data analysis. The results of this study are as follows. First, fashion model"s value was classified as stable life/relationship, hedonism and achievement value. Shopping propensity was identified as conspicuous orientation, trend, price, quality, individual, and practical orientation. Also, clothing evaluation criteria was classified as extrinsic, functional, and aesthetic aspects. Second, stable life/relationship value affected conspicuous orientation and trend orientation positively, while it affected individual and practical orientation negatively. Hedonism had a positive impact on individual orientation, but had negative impacts on conspicuous, price, and quality orientation. Also, achievement value had significant effects on all aspects of shopping propensity except conspicuous orientation. Third, conspicuous orientation and trend orientation had positive impacts on extrinsic aspects. Also price and quality orientation had positive effects on all aspects of clothing evaluation criteria. Individual orientation affects extrinsic aspects positively and practical orientation influenced extrinsic and functional aspects positively. Fourth, stable life/relationship value had positive effects on extrinsic and aesthetic aspects and hedonism had a negative effect on extrinsic aspects. Lastly, there were significant differences in conspicuous, trend, price, quality, and individual orientation and extrinsic aspects, aesthetic aspects of clothing evaluation criteria by duration of model career. The findings can be utilized to understand fashion model"s clothing purchase behavior and provide practical information to develop a marketing strategy for fashion industry. #clothing evaluation criteria(의복평가기준) #fashion model(패션모델) #shopping propensity(쇼핑성향) #value(가치관) ABSTRACTⅠ. 서론Ⅱ. 이론적 배경Ⅲ. 연구방법 및 절차Ⅳ. 연구결과 및 논의Ⅴ. 결론 및 제언References

Antecedents to organic cotton clothing purchase behaviour: study on Indian youth

PurposeThe purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour.Design/methodology/approachData were collected by means of a survey carried out in three major metropolitan cities and a sample of total 889 respondents was collected who were college students in India.FindingsPast environment-friendly behaviour influenced Indian youth’s organic clothing purchase behaviour. Green apparel knowledge and peer influence, interestingly, had no impact on organic clothing purchase behaviour.Research limitations/implicationsThe sample was limited to students who had past experience with green products. This was deliberately done as the objective was to examine the influence of past environment-friendly behaviour and green apparel knowledge on organic clothing purchase behaviour. Youth with limited awareness about organic clothing were not contacted. This restricted the findings to a specific youth segment. Further, the study was limited to Indian youth and did not examine the purchase behaviour of other consumer segments. Demographic variables were not used for analysis as only purchase behaviour of young people as a consumer segment was studied.Practical implicationsThe findings can be used by organic apparel manufacturers in marketing organic clothing brands to the Indian youth. Organic clothing can be positioned to emphasise green values and distinct lifestyle for environment-conscious youths. Initiatives like celebrity talk-shows, organic clothing exhibitions, and launch of organic clothing designer brands can be used to promote organic apparel. College students can be used as opinion leaders to communicate benefits of organic clothing and inculcate green values among larger population.Originality/valueOrganic products and brands are becoming popular among Indian consumers. There has been limited research on the subject of youths’ purchase behaviour of organic clothing to date. Companies trying to launch organic clothing brands in the country may find the results helpful in understanding green buying behaviour.

The Effect of Fashion Product Consumers' Need for Uniqueness on their Criteria of Clothing Selection and Switching Intentions

The purpose of this study was to investigate the The effect of fashion consumer's need for uniqueness in their clothing purchase behavior and switching intention. A total of 332 cases were included as the subjects of this study and a survey method was used. The data were analyzed by factor analysis, reliability analysis, t-test and multiple regression analysis using the SPSS 22.0 statistical program. The results were as follows. 1. The 3 dimensions (creative choice, unpopular choice, and avoidance of similarity) were extracted from the consumer's need for uniqueness and consumer divided high uniqueness group, middle uniqueness group, low uniqueness group. 2. The 3 factor (esthetic, functional, practical) were extracted from the clothing selection criteria. The three group had a significant difference in clothing selection and switching intention. Aesthetic factor and practical factor were the highest in high uniqueness group. 3. The need for uniqueness has influence on the aesthetic factor and practical factor. The creative choice factor had positive effect on the aesthetic and practical factor, yet unpopular choice factor had negative effect on the practical factor. The need for uniqueness and aesthetic factor has positive influence on brand switching intentions. 4. There was difference in unpopular choices factor by gender. A monthly average expenditure on fashion products had a significant difference in three kind of need for uniqueness. Results of this study provide a basis understand need for uniqueness and their effect on consumer behavior.

건강의식과 환경의식이 환경친화적 의류 구매 및 처분행동에 미치는 영향

Abstract The purposes of this study were to categorize of pro-environmental clothing purchasing and disposal behaviors and to identify impacts of health and environment consciousness on pro-environmental clothing purchase and disposal behaviors. The subjects were homemakers (n=381), and they were segmented into LOHAS group, environment conscious group, unconscious group, and wellbeing group according to their health and environment consciousness. Older homemakers were included in LOHAS group and environment conscious group. And these homemakers performed pro-environmental clothing purchasing and disposal behaviors better than wellbeing group or unconscious group. Health consciousness was positively related with the second-hand clothing purchasing and recycling. Environment consciousness was positively related with clothing made with organic, natural or functional materials, or the second-hand clothing purchasing, and recycling of the second-hand clothing. There was a need to develop continuing education programs to strengthen homemakers' health and environment consciousness, or to upgrade their pro-environmental clothing purchase and disposal behaviors. Keywords: health consciousness(건강의식), environment consciousness(환경의식), pro-environmental(환경친화적)

A Qualitative Study on Middle-Aged Homemakers’ Daily Clothing Purchase Behavior: Clothing Consumption Values and Clothing Purchase Types

This qualitative case study examined the experience of middle-aged homemakers with buying and wearing clothes. Clothing benefits and clothing purchase types were observed in the homemakers` daily clothing-related behavior. This study aims to understand clothing consumption values in light of clothing benefits and to determine purchasing methods, purchasing mental states, and personal characteristics according to the clothing purchase types of middle-aged homemakers. The participants of this study were four full-time homemakers and four homemakers with a job outside the home, all in middle age. This study was conducted through in-depth interviews based on an unstructured questionnaire, and the data were collected from January 2010 to October 2010. The results were as follows: first, the clothing benefits were identified as a social stereotype, aesthetic taste, economy, wearing situation, and age perception. The most important clothing consumption values to the middle-aged homemakers based on the observed clothing benefits were, in order: social value, emotional value, epistemic value, functional value, and conditional value. Second, the type of clothing purchase was observed to be planned buying, followed by impulse buying, and compensatory buying. Even when a homemaker planned to shop regularly, when they were exposed to an attractive retailer promotion, they seized on the opportunity on impulse or made a compensatory purchase to divert oneself. Even though homemakers prefer primarily impulse buying, when they went shopping for clothing with their mother-in-law or husband, they made planned purchase also.

Mpacts of health and environment consciousness on pro-environmental clothing purchasing and disposal behaviors

mpacts of health and environment consciousness on pro-environmental clothing purchasing and disposal behaviors

Characteristics of Clothing Purchase Behavior in Korean Consumers of Living in America - Focusing on the Aspect of Size -

The purpose of this research is to suggest data available for being conducive to establishing a marketing strategy such as size of domestic clothing in global brand and producing a product of increasing consumers' satisfaction with the fit based on this research. A total of 177 questionnaires obtained from South Koreans in their 20s~50s who dwell in the state of North Carolina in America. The results follow; first, what there is significant difference in clothing purchase behavior of Koreans living according to income, duration of residence. Second, the reason for preferring Korean clothing according to educational level was the highest in the ratio of the response as saying of being 'size' with a decrease in the item of 'design'. This was because the higher in age and educational level leads to the more rise in importance of size according to a change in body type. Third, the outcome of evaluation on the fit by body part in American clothing was the largest in the response as saying of being 'similar' in the items of chest, waist, neck, arm, wrist circumference and crotch length.

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 purchase behavior and the Canadian household life cycle

The first intention of this research is to test if Wells and Gubar's model (1966) of consumer behavior, based on the life cycle, still explains the Canadian population's consumption behavior. A second objective, if warranted, is to determine the possibility to segment the Canadian population based on life cycles with the aim of explaining garment/apparel consumption. Using the Survey of Household Spending from Statistics Canada (2009), this article analyses total clothing expenditures and their subcategories of expenses for women and girls, men and boys, and children. Each expense is analyzed using two different data: (1) gross amount of money spent annually and (2) percentage of the category on household total spending. The three hypotheses of this research are validated, confirming (H1) the non-representativeness of Wells and Gubar's model; (H2) the importance of integrating single households in the life-cycle model since their purchase behaviors are significantly different from those of traditional households; (H3) the possibility to segment based on life-cycle criteria to better understand Canadian realities.

Family features driving South African metropolitan adolescents rational and emotional influence tactics in family food and clothing purchase decisions

This article explores metropolitan South African adolescents’ social influence from a consumer behaviour and power relational theory perspective. The research focuses on consumers’ social and interpersonal environment within a family context and measures the extent to which South African metropolitan adolescents exercise rational and emotional influence tactics as social interaction strategy to change parents’ final food and clothing purchase behaviour. The article explores different influence tactics used across different family types, providing evidence that parents’ educational level and household income and size are major predictors of the type of influence tactics applied by adolescents to persuade parents to change their food and clothing purchase behaviour. In some family structures, adolescents are more inclined to apply emotional tactics to influence parents’ final food and clothing purchase behaviour decisions. The research builds on similar research conducted largely in the United States, China and Israel, enriching existing knowledge of the choice of influence tactics being affected by diverse factors and attempting to guide predictions about choice of influence tactics. Since research investigating rational and emotional influence tactics is fairly limited, this study can justifiably be regarded as innovative. Key words: Adolescent influence tactics, rational influence tactics, emotional influence tactics, childrens' influence, kidfluence.

Korean TV Soap Operas in Taiwan: An Investigation of Consumers’ Clothing Purchase Behavior

In a recent trend, Korean TV soap operas have become extremely popular in Taiwan. This article examines the relationship between Taiwanese female undergraduates’ favorite Korean TV soap operas and their clothing purchase behavior. A survey was conducted via written questionnaires, from which 937 were obtained for analysis. The data were analyzed using factor analysis, ANOVA, and t-test. The results revealed that different degrees of viewing frequency, involvement, and recall of favorite Korean TV soap operas make a significant difference in clothing purchase behavior with regard to such factors as attention, viewing motivations, purchasing motivations, and different stages of clothing consumption.