Fashion Consciousness Research Articles

The Effects of Chinese Consumers’ Brand Green Stereotypes on Purchasing Intention toward Upcycled Clothing

Due to environmental concerns, an increasing number of Chinese consumers have begun to resist fast fashion, promoting cheap and lower quality materials with a short lifetime. A shift from a linear economic model to a circular fashion has become an urgent issue for the industry. To examine how brand stereotype affects consumers’ purchasing intention toward upcycled fabric clothing, this study adopted a grounded theory approach to develop the dimensions of brand stereotypes, including product, manufacturing process, service, and communication. Furthermore, a theoretical model was constructed incorporating brand stereotypes, brand green trust, fashion consciousness, and green consciousness. Results from structural equation model analysis indicated that (1) each dimension of brand stereotypes had a significantly positive impact on behavior intention, and especially product and service image have the most influence; (2) brand green trust mediated the relationship between brand stereotypes and buying intention, and (3) green consciousness positively moderated the relationship between brand stereotype and trust, whereas brand warmth in communication and trust was moderated negatively by fashion consciousness. The findings offer implications for the implementation of the green branding strategy, brand positioning, and cultivating consumers’ green awareness to improve market acceptance of upcycled fabric clothing.

The Secondary Luxury Consumer: An Investigation into Online Consumption

The secondary luxury market is a recent phenomenon attributed to changing consumer beliefs that influence their consumption process. The purpose of this study was to explain consumption behaviors of secondary luxury consumers by investigating secondary consumer beliefs and purchase intention, specifically in the context of online shopping. An online survey was created in Qualtrics to collect data. After a preliminary analysis, structural equation modeling was used to conduct a confirmatory factory analysis and to test the hypothesized relationships. The findings revealed that all consumer beliefs, including environmental, frugality, online retailing, and fashion consciousness, positively influenced consumers’ attitudes and subsequent purchase intention for second-hand luxury items from online secondary luxury retailers. This study added to the literature by utilizing the Theory of Planned Behavior framework and incorporating the secondary luxury consumer beliefs. Ultimately, the researchers were able to better understand this online secondary luxury consumer and what influences the consumer to purchase secondary luxury goods from online retailers such as The RealReal.

Factors influencing Generation Y male students’ fashion leadership: A marketing case

Fashion leaders significantly contribute to an economy’s clothing segment, given their unique role in influencing fashion followers to purchase fashion clothing. Therefore, this study aimed to determine the factors that influence the sizeable and lucrative Generation Y male student cohort’s fashion leadership. The study conveniently sampled 400 Generation Y male students between 18 and 24 years old enrolled at two public South African higher education institutions. The study used a descriptive research design. A standardized self-administered questionnaire was used to collect the data. Data analysis included computing the descriptive statistics, the internal consistency reliability, the nomological validity, collinearity diagnostics, and multiple linear regression. The study results suggest that although product knowledge, fashion consciousness, mood enhancement, and brand switching behavior have a statistically significant favorable influence on Generation Y male students’ fashion leadership tendencies, decision-making confidence was not a statistically significant predictor. The study offers valuable insights that could assist marketing practitioners and fashion retail stores in understanding and better influencing the Generation Y male cohort’s fashion leadership. This, in turn, will aid them in rethinking and adapting their marketing endeavors to appeal to this market segment.

How Customer Value and Word-of-Mouth (E-WoM) Affect Customer Satisfaction with Fashion Conciousness as a Moderating Variable

This study aims to determine the effect of customer value, e-WOM on customer satisfaction moderated by fashion consciousness. This study uses a quantitative approach with a questionnaire method. The population in this study is the people of Jakarta who have shopped for secondhand clothes. Using non-probability sampling method with purposive sampling technique. Data analysis using Smart PLS. The results showed that customer value and e-WOM had a positive and significant effect on customer satisfaction. Fashion consciousness is able to moderate the negative but significant effect of customer value on customer satisfaction. Fashion consciousness is able to moderate the effect of EWOM on customer satisfaction positively and significantly.

KEPUTUSAN PEMBELIAN PRODUK FASHION PADA E-COMMERCE: PENGARUH FASHION CONSCIOUSNESS, SHOPPING ENJOYMENT, NILAI KONSUMEN

The Covid-19 pandemic has changed consumer behaviour from shopping in person to shopping online. During the pandemic, fashion products are in great demand when shopping online, even if only at home, people still need to appear in an attractive style to keep up with the latest trends. In this case, the researcher examines the effect of fashion consciousness, shopping enjoyment, consumer value on online purchasing decisions in e-commerce fashion. The sample used in this study is 200 with a non-probability sampling technique and included in the type of conclusive research. In this study, the data analysis technique used multiple regression analysis. The study results found that fashion consciousness and consumer value have a significant influence on purchasing decisions. However, shopping enjoyment has no significant effect on purchasing decisions. It shows that fashion consciousness and consumer value have an essential role in influencing buying in fashion e-commerce

Fashion Consciousness: A Bibliometric Analysis

Abstract: Being fashion conscious means having an interest in it, wanting to dress up and hang out in trendy settings. The desire to adopt and follow contemporary fashion in order to maintain one's status in a social network was referred to as "fashion involvement" or "fashion consciousness." The bibliometric analysis of fashion consciousness was examined in this study. For the bibliometric analysis used in this study, R studio software and the Biblioshiny packages were used. Documents by year, country, author, source, document type, and subject area have all been examined in the study. The new fashion consciousness trends have been highlighted in this review. The study's findings offer recommendations for aggressive marketing in emerging markets like India.

Fashion Consciousness and Muslim Modest Brand Advocacy: The mediating role of brand love, and loyalty

ABSTRACT This study aims to identify the dimensions of fashion consciousness and investigate the relationship of fashion consciousness to brand love, loyalty and its impact on advocacy on all things muslim modest brand consumers perceive in Indonesia. Data were collected from 315 respondents and analyzed using partial least square (PLS). This study provides information about luxury muslim modest brands, which can be used to reference muslim clothing. This study shows that fashion consciousness has a significant effect on brand love, fashion consciousness significantly affects loyalty, and fashion consciousness has a significant effect on advocacy. In addition, brand love has a significant effect on loyalty. However, consumers who love a brand will not advocate it because sometimes they do not want the fashion. They have the same as others. This aligns with the results of previous research suggesting that brand love has no significant effect on advocacy, and loyalty has a significant effect on advocacy. Fashion has an unusual behavior effect on each consumer. So, it is necessary to conduct research related to consumer behavior because the perception of each fashion model is different.

The Market Disruption Path of Green-Oriented Trajectory-Transformed Technology Innovation: A Study of Consumer Lifestyles during the “Chasm” in China’s Electric Vehicle Market

Green-oriented trajectory-transformed technology (GTTT) innovation is a strategic path that leads simultaneously to a comprehensive green transformation of national economic and social development and a disruption of corporate competition. However, this type of innovation is nonmarket-oriented and naturally results in a deeper and wider “chasm” more than any market-oriented innovation between the early market and the mass market, which is difficult to bridge; this leads to theoretical and practical difficulties with respect to the formulation of market strategies. To bridge such a “chasm”, this paper explores the paths that facilitate a market launch strategy that is capable of bridging the market “chasm”. The paper identifies electric vehicles as an example of a GTTT product, based on the hierarchical characteristic model, investigates the impact of lifestyle on consumers’ purchase intention, examines the mediating effect of interpersonal influence susceptibilities, uses data collected via consumer questionnaires to test the research model, and thereby identifies the various consumer groups that are present during the “chasm” period and the characteristics they exhibit. The results show that fashion consciousness, leadership consciousness, environmental consciousness, and informational interpersonal influence are the market strategy paths that lead to market disruption, and fashion leaders and price-conscious environmentalists are the key consumer groups during the “chasm” period.

A STUDY ON FACTOR INFLUENCES THE CHILDREN CLOTHING CHOICE IN BHAVNAGAR CITY

Purchasing merchandise for kids is an issue which holds an incredible amount of involvement and emotional attachment. This aims to examine the various factors influencing in making purchase decision when buying kids apparel. Nobody can dispute that today's youngsters are vastly different from earlier generations. Children have become considerably more picky and trend-savvy as their fashion consciousness has grown. In the era of immense marketing and awareness for fashion impacted adolescent in choice of their clothes. The present study shows various factor affecting purchase decision. The demographic profile of the customers and the degree of influence the purchase decisions are being evaluated. Preferred brand, place of purchase, frequency, promotional element, pricing influencing the buying decisions is studied. The study is empirical in nature and is conducted using a structured questionnaire on a sample of 100 respondents in Bhavnagar city.

Drivers and barriers for sustainable fashion consumption in Spain: a comparison between sustainable and non-sustainable consumers

ABSTRACT This research identifies and portrays the under-researched segment of sustainable fashion consumers, drawing a comparison with the average consumers in Spain, and defines the drivers and barriers for sustainable fashion consumption, further contributing to the attitude-behaviour gap literature. Based on a sample of 1,063 respondents and 23 focus group participants, and following the Theory of Planned Behaviour, the results indicate that lack of trust in fashion companies and their sustainable statements is the main reason preventing consumers from buying sustainable products or doing it more often, followed by higher prices. It appears that the more sustainably conscious consumers are, the less they buy brand-new, preferring alternatives such as second-hand (mainly) and renting. Sustainable fashion consumers demonstrate greater fashion consciousness, environmental concern, perceived consumer effectiveness, and a higher subjective norm than average consumers. Conversely, price is still a critical purchasing driver for the average consumer.

Fashion consciousness: important role to plus-size women well-being

Objetivo: identificar como mulheres plus size podem encontrar bem-estar por intermédio da consciência de moda.Metodologia: realizamos dezesseis entrevistas semiestruturadas, com foto-elicitação para análise de conteúdo. As entrevistadas eram mulheres obesas ou com sobrepeso, conforme critérios do Índice de Massa Corporal, e foram selecionadas por amostragem bola de neve.Relevância: a consciência de moda, por desempenhar um papel vital no consumo de moda, pode ajudar as mulheres plus size a encontrarem bem-estar. Também pode promover a inclusão social e o bem-estar positivo para essas mulheres, mesmo dentro de um contexto de violência simbólica.Resultados: há dois grupos que seguem a lógica do comércio e a lógica das artes: Fatshionistas e mulheres com diploma em Moda. O varejo virtual, juntamente com a consciência de moda, proporciona bem-estar positivo. Lojas especializadas para mulheres plus size não correspondem ao seu desejo de autoexpressão, e essa segregação causa bem-estar negativo. Apesar do movimento Body Positive, entrevistadas ainda associaram beleza a corpo magro.Contribuição teórica: agregamos diploma em Moda e consciência de moda aos três gatilhos apresentados por Scaraboto Fischer (2013). Embora mulheres plus size sejam invisíveis para muitas marcas de moda, consciência de moda aumenta sua autonomia que promove bem-estar positivo e negativo, por meio do consumo de moda.Contribuição gerencial: o desenvolvimento do produto deve considerar a antropometria das mulheres plus size. A estratégia de varejo deve introduzir o plus size nas lojas físicas dentro do mercado tradicional, para diminuir a ilegitimidade desses consumidores e a violência simbólica.

How Innovative Characteristics Influence Consumers’ Intention to Purchase Electric Vehicle: A Moderating Role of Lifestyle

Electric vehicles have been identified as a viable option for optimization of the energy structure to foster energy conservation and a reduction in emissions, as well as to promote the development of a sustainable economy. Recently, China announced that the financial subsidies for electric vehicles will be gradually withdrawn, and many incentive policies will be revised, indicating that the electric vehicle market has transformed from a policy-driven to a market-driven structure. Therefore, we study the elements affecting consumers’ purchase intention in the early stage of electric vehicle availability to provide a theoretical reference that can be used in China to continue to stimulate market diffusion of electric vehicles based on the innovation diffusion theory and planned behavior theory. The current study explains the associations among the innovation characteristics, perceived risk, and purchase intention in relation to electric vehicles and details the moderating effect of lifestyle on fashion consciousness, environmental consciousness, and price consciousness. This paper investigates 529 potential consumers in Beijing, Shanghai, and other places, and AMOS and SPSS were used to perform quantitative analyses. The results show that innovation characteristics exert an obvious effect on purchase intention based on the mediating variable of perceived risk. Fashion consciousness significantly moderates the relationship between relative advantage and perceived risk, and environmental consciousness has a significant influence on the relationship between technology compatibility and perceived risk. Price consciousness plays the smallest role in this process. In practice, the findings suggest that practitioners can promote electric vehicle consumer purchase intention by using psychological activation techniques to improve the attitude and educational interest in relation to this product. It is also suggested that, as part of the strategy, government services should be improved.

Religiosity, Fashion Fanship and Fashion Consciousness among Fashion Consumers

Religiosity and materialism act as significant forces in the lives of Muslims consumers, but their roles in fashion consumption are still unclear. The purpose of this paper is to examine the role of religiosity in the relationship between fashion fanship and fashion consciousness among female fashion consumers in Pakistan. Questionnaire survey of 500 female fashion consumers, aged between 18 to 35 years, residing in five big cities of Pakistan was conducted to examine the key factors concerning fashion oriented behavior. The findings demonstrate that female consumers are auxiliary fashion conscious, engaged in fashion related activities and willing to pay premium price for their desired brand. The results also suggest a moderating role of religiosity with fashion fanship, whereas individual’s fashion consciousness shows mediating relationship with fashion orientation. The findings are limited to Muslim female consumers in Pakistan and may not be generalizable to other cultures. The findings of this paper should be of interest to marketers, manufacturers and retailers within Pakistan, as well as other countries with Muslim female consumers. This study fills a gap in the existing literature by examining the role of religiosity in fashion fanship and fashion consciousness in a large and distinct consumer segment, i.e., Muslims women.

Drivers of Sustainable Apparel Purchase Intention: An Empirical Study of Malaysian Millennial Consumers

The fashion industry has expanded at the expense of the environment. Consumption and environmental pollution both serve as a wake-up call to the global endeavour to adopt more socially and environmentally responsible behaviours. It implies, in particular, a paradigm shift in consumer behaviour away from conventional to green products. Understanding the factors that influence consumer purchasing decisions is critical in developing the demand for and commitment to sustainable apparel consumption. In support of the United Nation’s efforts to promote sustainable consumption in Malaysia, a study was conducted to determine the motivating factors that influence consumers’ purchase intentions for sustainable apparel. The moderating effect of fashion consciousness on the outcome was also examined. An extended model of the Motivation-Opportunity-Ability (MOA) Theory and Self-Determination Theory (SDT) was developed and tested using 324 responses collected from the Malaysian millennial generation in six major urban locations. The results of the structural equation modelling analysis indicated that the elements of motivation, opportunity, and ability were all positively linked with the sustainable apparel purchase intention. Fashion consciousness had a moderating effect on the relationships between the three drivers (motivation, opportunity, and ability) and purchase intention. The research findings provide valuable insights for businesses to formulate a sustainable and unified business model that incorporates environmental, social, and consumer considerations into core business practices. These insights would also help designers to advance the development of sustainable products as an area of innovation and support policymakers in achieving the UN’s 17 Sustainable Development Goals (SDGs).

An Empirical Investigation of the Relationship between Personality Traits and Fashion Consciousness among College going Students in India

Abstract: Purpose: The purpose of the paper is to investigate the relationship between personality traits and fashion consciousness among college going students in India. Design/me thodology/approach: Data were collected from 447 college going students. The age group of the students were between 16-25 years. A standardised questionnaire was used to get the responses from college going students in Delhi & NCR region in India. Confirmatory factor analysis was done using AMOS software version 22 and found that variables satisfy the criteria of path analysis. The hypothesized model in the study was also tested using AMOS Software Findings: The findings revealed that all personality traits were found to be significantly associated with fashion consciousness. The findings of the study is contradicting the results of previous studies which is good to see that Indian consumers behave differently than other country nationals. The Big Five personality play an important role in understanding young consumers in our country. Originality/value: The study enriches the personality traits and fashion consciousness literature by identifying and empirically establishing the relationship between various personality traits and fashion consciousness of college going students. Keywords: Personality traits, Fashion consciousness, India, Young generation, Big Five personality.

The impact of media exposure on fashion consciousness: A qualitative study

The impact of media exposure on fashion consciousness: A qualitative study

Impact of Status Consumption on Buying of Fashion Products and its Behavioral Outcomes in Context of Young Female Consumers

Purpose: The purpose of doing this research study is to explore the three important research objectives which explore the impact of fashion related behavioral outcomes of female university students, residing in Pakistan. The concept of this research study arises due to lack of academic inquiry about the influence of materialism on FC and SC particularly among female university students of Pakistan.
 Methodology: Building framework on these bases frame work is developed which shows materialism shows positive relationship with SC and FC. Reason is that Islam is most modernized religion and allows its followers to adopt all the new trends (of fashion or from any field).
 Findings: The findings suggests that the sample under study have religious thoughts, they full fills all the orders of Allah, say their prayers daily, but they also seem fashionable not vulgar. Everything that seems vulgar or comes in the category of extravagance is not allowed in Islam.
 Finding of this paper support previous work and tell that status and materially driven female students need to attain social attention so they use fashionable products to enhance their self-image. In similar concern, the relationship between other variables like fashion consciousness and its effect on self-image.
 Implications: In Pakistan, fashion consciousness is increasing rapidly. This study will be helpful for brands and policy makers to better under consumer need and serve them accordingly.

SOCIO-ECONOMIC AND PSYCHOLOGICAL CORRELATES OF FASHION CONSCIOUSNESS OF CONSUMERS

Fashion conscious people allocate a large part of their budget on a latest fashion. The present study assessed the socio-economic and psychological factors that play significant role in fashion consciousness. A convenient sample of 200 individuals (men=100 and women=100) of age between 22 and 44 years from Multan, Pakistan was taken to study the correlates of fashion consciousness. The estimates of ordinary least square showed that education, monthly income, materialism, and media exposure had significant positive impact, and price consciousness had significant negative impact on fashion consciousness of the sample, which partially support consumption theories (e.g., Absolute Income Hypothesis’ and ‘Relative Income Hypothesis). The study has implications for both consumers and producers. Key Words: Fashion consciousness, materialism, price consciousness, absolute income hypothesis, relative income hypothesis

Counterfeit? I don’t mind

The purpose of this study was to determine how the influence of Fashion Consciousness, Subjective Norm, and Hedonic Shopping Motivation on Purchase Intention of counterfeit fashion products. This study used a quantitative approach that targets youth consumers in Denpasar City. Data was collected through an online questionnaire using a google form involving 100 respondents. The data were analyzed using SPSS software version 26.0. This research provides evidence that purchase intention is influenced by fashion consciousness and hedonic shopping motivation, while the subjective norm has no significant effect on the purchase intention of counterfeit fashion products. This research has implications for fashion product entrepreneurs, both original and counterfeit products, regarding the internal factors of consumers that influence purchase intentions on fashion products, especially counterfeit fashion products.

Does Social Media Moderates Factors that Influence Perceived Value and Personal Value on Purchase Intention of Modest Apparel?

Muslim women are huge target market that fashion industry just cannot afford to ignore. As fashion evolves, the industry had witnessed an evolution in the way of how Muslim women dressed. Donning modern apparel but at the same time still adhering to the strict requirement of covering ones ‘aurat’ had created modest apparel segment that could not to be ignored by fashion industry players due to the increasing demand from that growing niche market. The purpose of this study is to find out the factors that influence Muslim women to purchase modest apparel and whether social media has any influence towards their purchase decision. Fashion Innovativeness and Opinion Leadership are elements that represent the consumer Perceived Value while Fashion Consciousness and Fashion Motivation are elements representing the consumer’s Personal Value are the factors that this study is looking at. The finding from this study will benefit marketers and industry players to understand more about this newly emerging segment and how to attract them. This study was carried out via convenience sampling of Muslim women in Kuala Lumpur, Malaysia as Malaysia has more than 60 percent Muslim population. Data was analyzed using SPSS version 22 and Smart PLS 3. Fashion innovativeness was found not to have significant effect towards modest apparel purchase intention and social media does not moderate these factors to influence Malaysian Muslim women purchase attention at the moment.