Fashion Consumption Research Articles

Analysing the modest fashion market: an empirical study of e-commerce best-selling products

Purpose This study examines the dynamics of the modesty-conscious market within the global fashion industry. Specifically, the research aims to understand and analyse the preferences of consumers in this market segment and provide guidance for fashion companies seeking to engage with this sizable audience consumer demand for modest fashion, such as loose-fitting garments and headscarves for women. Design/methodology/approach Employing a mono-method quantitative research approach, this study uses a comprehensive big data analytics framework to analyseashion data sets obtained from e-commerce websites. Findings The findings highlight a persistent and growing demand for modest fashion; that demand proved resilient in the face of challenges presented by the COVID-19 pandemic. Modest shoppers demonstrate price sensitivity, and their preference for premium brands over affordable ones varies considerably. Crucial factors contributing to the success of modest clothing as best-sellers include price, retailer, colour and fabric, while the discount feature is less important. Research limitations/implications While this research provides significant insights, it is important to acknowledge its limitations. This study relies on data gathered from certain e-commerce websites, and specific nuances of consumer behaviour may not be fully captured. In addition, the scope is limited to a specific timeframe and may not account for long-term market shifts. Practical implications Fashion companies could use the results of this study to customise their strategy for engaging the modesty-conscious demographic. Comprehending the significance of elements such as price, retailer, colour and fabric can allow firms to enhance their product offerings and marketing strategies. Social implications This study highlights the social ramifications of the modesty-focused industry, stressing the changing tastes and requirements of customers within this sector. By aligning their strategies with these societal shifts, fashion companies can contribute to a more inclusive and diverse industry landscape. Originality/value This research contributes to the academic literature on modest fashion by using a unique combination of exploratory data analysis and machine learning techniques with fashion e-commerce data sets. This study addresses a gap in the use of big data within this field, and provides novel insights into consumer demand for modest garments. This study challenges the prevailing assumption that consumers of modest fashion prioritise premium pricing, and offers fresh insights into their price sensitivity across both mass-market and luxury segments. It contributes to the literature on consumer behaviour in niche fashion markets and introduces a theoretical framework for understanding the intersection of fashion, culture and consumer economics within the context of modest fashion.

Degree of Concern and Awareness of Spanish Consumers About Working Conditions in the Clothing Industry

The clothing industry has experienced global and sustained growth in the last decades due, among other factors, to the decentralisation of production in this sector and its consequent lowering of prices, but also to the effect of the unceasing demand that fashion generates. Simultaneously, the number of people employed in the textile sector has been growing in economically developing countries under precarious labour conditions. The objective of this study is to analyse the level of knowledge and awareness of the Spanish population about the working conditions in clothing manufacturing at production sites. To achieve this, we applied statistical analysis to data collected from a sample (n = 3000) of Spanish fashion consumers. The main results show a society with a high degree of concern for labour conditions in the textile sector, as well as for the environmental repercussions triggered by this type of production. Considering the differences based on socio-demographic variables, we find that women, older consumers, and respondents with higher education show a greater degree of concern about the working conditions in the clothing industry. Along the same lines, respondents who are ideologically left wing present a higher degree of concern than respondents from the extreme right.

Tackling fashion waste from inside the wardrobe: The influence of personal factors on sustainable clothing use practice

Fashion consumption seems predestined for disenchantment, demarcated by low utilization levels and a consumption cycle that is too short to foster emotional attachment. To be sure, what occurs after purchase when clothing is taken home for use is a carbon intensive phase of the product's lifespan that is squarely within the clothing user's control and responsibility. Decreasing the purchase of new garments has the greatest potential to reduce the global carbon emissions associated with fashion consumption, and prolonging clothing's utilization are consumer habits considered critical to this aim. Clothing use, manifest in the wear, care, and repair practice, are a linchpin in determining how much and how quickly fashion becomes waste. Though these use behaviors clearly advance sustainable clothing consumption, the least is known about what occurs between purchase and disposal or why. It is also important to develop a method to measure sustainable use practice and explore the influence of personal factors that determine engagement in such. This research study examined how personal factors (including fashion trend sensitivity, style orientation, frugality) influence sustainable clothing use practices (wear, care, and repair). A quantitative questionnaire was administered online to a representative sample of 420 U.S. consumers. A multi-level path analysis was used to test a proposed model. The results indicate that fashion trend sensitivity, style orientation, and frugality positively influence sustainable clothing use practices. Further, findings reveal that these personal factors explain 80% of the variance in sustainable clothing use, highlighting the critical role of use practice in shaping sustainable clothing behavior.

Exploring Key Factors Influencing Fashion Preferences and the Role of Social Media Advertising in the City of Koronadal, South Cotabato, Philippines

Purpose: This study aims to investigate the influence of social media advertising on consumer fashion preferences in the City of Koronadal, South Cotabato, Philippines. By analysing the interplay between various social media platforms and consumer behaviour, the research seeks to offer insights into how digital advertising shapes fashion preferences and helps businesses optimize their marketing strategies. Study design/methodology/approach: The study employed a mixed-methods approach, combining quantitative and qualitative analyses. Socio-economic profiles of respondents were examined to identify demographic trends. Correlation and regression analyses were conducted to evaluate the relationship between social media advertising and consumer fashion preferences, with a focus on the impact of different advertising elements such as "seller-created information" and "electronic word of mouth”. Findings: The research found that females aged 26 to 50, with low-income levels, were the predominant demographic among fashion consumers in Koronadal. The primary platforms for fashion-related ads included Facebook, Instagram, and YouTube. Correlation analysis revealed a moderate relationship between social media advertising and consumer preferences, while regression analysis identified "seller-created information" and "electronic word of mouth" as significant factors influencing consumer fashion preferences. "Information acquisition," "perceived quality," and "perceived risk" showed lesser effects and did not achieve statistical significance. Originality/value: This study provides a nuanced understanding of the role of social media advertising in shaping consumer fashion preferences. By highlighting the effectiveness of specific advertising elements and platforms, the research offers valuable insights for businesses aiming to refine their digital marketing strategies. The findings contribute to the broader discourse on consumer behavior in the digital era, emphasizing the importance of tailored advertising approaches to effectively engage and influence fashion consumers.

Fashionable Consumer Technology, IT Fashion, and Consumer Behavior

Fashionable Consumer Technology, IT Fashion, and Consumer Behavior

Fast Fashion, Sustainability, and Nudge Theory: Examining the Effects of Choice Architecture on Consumption of Sustainable Fashion over Fast Fashion

This study considers ways to increase the consumption of sustainable fashion given the significant environmental and social damages associated with the industry. A series of experiments were conducted examining the impacts of choice architecture (nudges) under field conditions in collaboration with one of Israel’s largest shopping centers. This study sought to identify which interventions at the retail level successfully motivate sustainable fashion behavioral change regarding purchases and willingness to pay more, along with agreement with several statements regarding the climate crisis and sustainable fashion. Among the types of nudges examined in this field study were providing information, increasing accessibility to sustainable alternatives and appealing to social identity in relation to demographics and green self-image. This study found that offering alternatives to consumers constituted the most effective way to “nudge” consumers toward more sustainable purchasing behavior. Nonetheless, this does not negate the contribution of providing information and strengthening social norms regarding sustainable fashion. Additionally, in all groups, most participants reported that they did not know how to distinguish between sustainable and non-sustainable fashion, nor did they believe that the clothes they purchased were actually sustainable. The findings emphasize the need for policies that will increase the accessibility of sustainable fashion.

From Closet to Cause: Navigating the Effects of Sustainable Fashion Consumption on Gen Z’s and Millennial’s Disposal Behavior

From Closet to Cause: Navigating the Effects of Sustainable Fashion Consumption on Gen Z’s and Millennial’s Disposal Behavior

Introduction to a special section on branding, buyer choices and the pursuit of happiness in luxury fashion consumption

ABSTRACT This guest editorial article introduces a special section dedicated to the findings, paradoxes and opportunities that emerge from a progressing interest in branding, buyer choices, and the pursuit of well-being in luxury fashion consumption. Contemporary topics are considered that include religiosity in Halal economies, motivations that drive second-hand purchases through online redistribution modes, and trade-offs for sustainability in the consumption of luxury brands. The special section culminates in a systematic review of luxury fashion research over the last 13 years, observing common themes of consumer behavior and trends, branding and strategic management, product design and merchandising, advertising and communication as well as retailing and pricing. This summarises the evolving interests of stakeholders that inspire unique, innovative, and authentic luxury trends.

Effect of Loyalty, Awareness, Social Media Platforms, and Social Influencers on the Growth of the Fashion Industry in Nepal

This research paper investigates the various factors contributing to the overall growth of the Nepalese fashion industry, focusing on the roles of customer loyalty, brand awareness, social media platforms, and social influencers. A quantitative analysis was conducted using data collected from 100 respondents residing in the Kathmandu Valley. The respondents, primarily fashion consumers and social media users, completed a set of questionnaires utilizing a 5-point Likert Scale. The data was analyzed using ANOVA, regression analysis, and correlation analysis to identify the specific factors driving the expansion of the fashion sector in Nepal. The findings reveal that brand awareness, the use of social media platforms, and the influence of social influencers significantly contribute to the growth of the Nepalese fashion industry. In contrast, customer loyalty was found to have no significant effect on this growth. Understanding these contributing factors allows brands and retailers to better comprehend consumer behavior and formulate effective strategies to enhance their market presence in the fashion industry. The study suggests that fashion brands should focus on increasing brand awareness and leveraging social media platforms and influencers to engage consumers effectively. Future research could explore the long-term effects of these factors on consumer behavior and industry growth.

Dressing the Future: The Bibliometric Interplay Between Sustainability and Fashion Studies Amidst the Neoliberal Era

The concept of sustainability has significantly influenced various industries, notably the fashion sector. This study conducts a thorough quantitative and qualitative analysis of the interplay between fashion studies and sustainability. Utilizing data from the Scopus database, 890 articles published between 2000 and 2023 were scrutinized through an integrated approach combining bibliometric and content analyses. The aim was to explore how sustainability, initially an economic notion, left its imprint on academic research in fashion studies. This research was accompanied by a critical assessment of the neoliberal context, which envisions a market-oriented political economy model in which the concept of sustainability emerged. Key findings include a steadily increasing emphasis on sustainability in fashion research. Notable journals leading the discourse include Sustainability, Journal of Fashion Marketing and Management, Journal of Cleaner Production, Fashion Practice, and International Journal of Fashion Design Technology and Education. Interestingly, while fashion is rooted in the arts, significant contributions emerged from researchers in diverse disciplines, reflecting the field’s interdisciplinary nature. The study identified five critical thematic clusters within: sustainable fashion design, sustainable fashion production, sustainable fashion marketing, sustainable fashion consumption, and the theoretical foundation in sustainable fashion. This research not only enriches the literature by mapping the trajectory of sustainability in fashion studies but also highlights the evolving nature of fashion research, bridging traditional boundaries and embracing a more holistic approach to sustainability.

Indonesian local second-hand clothing: mindful consumption with stimulus-organism-response (SOR) model

The high demand for the fashion industry currently results in the emergence of the fast fashion phenomenon, prompting consumers to spend more money on unnecessary clothing. This leads to excessive clothing production, which impacts pollution, waste, and emissions. The phenomenon of excessive fashion consumption and production can be mitigated by utilizing second-hand clothing products. Purchasing second-hand clothing products can be classified as part of mindful consumption behavior. The aim of this study is to examine the direct and indirect effects of Electronic Word of Mouth on mindful consumption behavior in the context of local second-hand clothing purchases. Additionally, this study also tests the mediating effects of consumer engagement and environmental attitudes. This research is quantitative in nature, employing data collection through questionnaires from local second-hand clothing consumers within the active workforce demographic (aged 18–59) in Indonesia, yielding 205 respondents. The data analysis technique used is structural equation modeling-partial least square (SEM-PLS). The research findings indicate a significant positive direct influence of Electronic Word of Mouth on environmental attitudes, consumer engagement, and mindful consumption behavior. Moreover, there is a notable positive direct influence between consumer engagement and mindful consumption behavior, while no significant influence is found in the relationship between environmental attitudes and mindful consumption behavior. Furthermore, the study confirms the mediating effect of consumer engagement between Electronic Word of Mouth and mindful consumption behavior but does not support a significant mediating effect of environmental attitudes on local second-hand clothing mindful consumption behavior.

Young women’s sustainable fashion consumption in China: A qualitative study using the theory of planned behavior

As the second most polluting industry in the world, the fashion industry has a critical impact on the environment. The development of sustainable fashion is conducive to reducing the environmental pollution caused by the fashion industry. China has the largest consumer market in the world, and the Chinese government and major companies have made considerable contributions to the sustainable development of the fashion industry. However, research regarding young women’s attitudes towards this topic remains under-explored. This study interviewed 30 young women of different ages from different places in China. Based on the theory of planned behavior (TPB), a semi-structured interview was used as a data collection method, and thematic analysis was adopted for data analysis. This paper discusses young Chinese female consumers’ attitudes towards sustainable fashion and analyzes the motivating factors and hindrance factors affecting the consumption intentions of young Chinese female consumers towards sustainable fashion. The research found that young Chinese female consumers generally hold a positive and supportive attitude towards sustainable fashion. Consumers’ perceptions of sustainable fashion, their self-perceptions, and their level of green awareness all significantly impact their attitudes and purchase intentions toward sustainable fashion. Consumers feel low social pressure, and Chinese society demonstrates a high level of acceptance and praise for sustainable concepts. However, the lack of purchasing channels and choices for sustainable fashion in China and the high cost of sustainable fashion products discourage consumers from making purchases. This study will be beneficial as a reference when the Chinese government makes sustainable policies to guide consumers toward sustainable fashion consumption. This study helps enterprises select target markets in China and formulate sustainable fashion marketing strategies and targeted advertising. This study contributes to increasing consumer awareness of sustainable fashion, as well as providing reference and reflective value when consumers purchase sustainable fashion products. Finally, this study will help promote the development process of sustainable fashion in Chinese society, make contributions to reducing the waste of social resources, promoting the recycling of resources, and improving social conditions, and put forward specific solutions and feasible suggestions for the development of sustainable fashion in Chinese society.

Fast fashion consumption as a female competition strategy: implications for sustainable consumption

Fast fashion consumption as a female competition strategy: implications for sustainable consumption

Unlocking the motivations behind vintage luxury desire

Purpose Despite the growing popularity of SHVL fashion, there is little empirical focus on the antecedent factors that influence consumers’ intention to purchase and recommend SHVL fashion. Drawing on insights from the stimulus–organism–response framework, this paper aims to investigate the motivational factors influencing the consumers’ attitudes and their intention to purchase and recommend SHVL fashion. Design/methodology/approach Primary data was gathered from 232 present customers of SHVL fashion products and analysed using the partial least square structural equation modelling. Findings Research findings show that eco-consciousness, treasure hunting, status consumption and the need for uniqueness were positively linked to intentions to purchase SHVL fashion through the intervening role of attitude. Attitude was positively linked with purchase intentions, which also positively influenced intention to recommend SHVL fashion. Practical implications The study findings assist brand managers in understanding how they can cater to the diverse needs of SHVL fashion consumers. Originality/value This research contributes significantly to the SHVL domain by examining core antecedents that motivate consumers’ intention to purchase and recommend SHVL fashion.

Generation Z’s intention to use digital fashion items in the Metaverse

PurposeFashion companies have been among the first to ride the new trend and develop projects for the Metaverse, considering Generation Z (Gen Z) as a relevant target. The paper aims to investigate Gen Z consumers’ intention to use digital fashion items in the Metaverse.Design/methodology/approachThe study relies on the technology acceptance model (TAM). The authors include specific aspects of the Metaverse: the user-avatar identification and the development of an alternative identity; fashion innovativeness is discussed as a moderator variable. The model is tested on Gen Z consumers, with 329 survey responses collected in 2022 and analyzed using structural equation modeling (SEM).FindingsThe paper shows that the two external and explanatory variables the authors added, i.e. user-avatar identification and alternative identity, positively and directly impact the individual attitude to use digital fashion items in the Metaverse. Moreover, according to the proposed research model, the moderating effect concerning fashion innovativeness has positive and negative consequences.Originality/valueUsing TAM, the authors explored consumers’ perceptions (perceived usefulness and ease of use), attitudes and intentions regarding the new technology context (digital fashion in the Metaverse). This study enriched TAM with new consumer marketing constructs (user-avatar identification and alternative identity) and their relationships with consumers’ intention to use digital fashion items in the Metaverse. This study also contributed to TAM by exploring the relevance of moderating the effects of consumer fashion innovativeness on consumers’ intentions and attitudes in the novel context of digital fashion in the Metaverse. The paper contributes to the academic debate by focusing on the individual and personal sphere of the consumer moving in the Metaverse digital environment. The marketing-focused study develops research on Gen Z consumers to provide new insights and possible opportunities for marketers in the Metaverse.

Tác động ý thức thời trang và người có ảnh hưởng truyền thông xã hội đến ý định mua thời trang trực tuyến

This study investigates the impact of fashion consciousness and social media influencers on online fashion consumer behavior based on the extended theory of planned behavior. Research data from 350 consumers through questionnaire with 5-point Likert scale. The study used partial least squares structural modelling with SmartPLS 4.0 software to analyze the results. The findings show that social media influencers and fashion consciousness both influence consumers’ online fashion purchasing intentions. Among them, social media influencers have the strongest impact on online fashion purchase intention. The study’s outstanding findings show that influencers have a positive impact on consumers’ fashion consciousness. These findings provide management implications to help businesses, retailers and marketers come up with better solutions to attract customers and improve business efficiency.

Fashioning the Future: Green chemistry and engineering innovations in biofashion

The fashion industry stands as a significant contributor to environmental degradation due to its massive production volumes and subsequent waste generation. In response to this pressing concern, this review was conducted following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol, aiming to comprehensively address the environmental challenges inherent in the fashion sector. Focusing on the integration of green chemistry principles and engineering innovations within bio fashion, the study endeavors to explore viable solutions that mitigate the industry’s detrimental environmental impact. Central to this exploration is the pursuit of material sustainability and the creation of eco-friendly, biodegradable clothing alternatives that not only diminish environmental harm but also satisfy aesthetic and functional requisites. By delving into various facets, including biomaterial development, environmentally conscious production processes, biodegradable fashion products, customization, consumer awareness, industry collaboration, and standards, this review elucidates crucial pathways for innovation, pivotal for propelling sustainable practices in the fashion realm. This comprehensive analysis incorporates a rigorous examination highlighting the vast potential of innovation to reshape the fashion landscape, steering it towards a more sustainable and environmentally conscious future.

Clothes consumption and disposal practices: a look at the profile of Brazilian apparel consumers

Purpose This paper aims to contribute to understanding Brazilian fashion consumer behavior. The subsequent research question is formulated as follows: How are the consumers purchasing new clothes and disposing of used ones, and how is their awareness of sustainable fashion consumption and disposal of used clothes? Design/methodology/approach An online questionnaire was sent to nearly one thousand e-mails. A database was formed with 182 complete answers to 13 questions concerning consumer behavior toward sustainability, especially clothing acquisition, use and disposal. A multimethod approach was used to analyze the initial attributes, applying descriptive statistics, cluster analysis and data mining. Findings This survey obtained valuable answers from Brazilian fashion consumers grouped into four clusters. Age and yearly income were more critical in determining the clusters. Only four attributes were chosen by the algorithm to build the trees (age, annual income, yearly spending on clothes and how long the clothes are worn). The consumer's profile may help the fashion industry redirect investments in sustainability. The most critical factor leading to the sustainability of clothing fashion was the duration of the clothes. The study dealt with a limited sample size that was not representative of Brazil's broader population. Despite numerous attempts to seek responses through e-mail, the participant pool was predominantly composed of highly educated individuals. Originality/value This assessment of Brazilian consumer behavior toward sustainability and fashion presents essential knowledge to understand the relationships among variables affecting the purchase and discharge of clothes.

Pengaruh Citra Merek dan Kualitas Produk terhadap Minat Beli Baju Thrifthing Dimediasi Kepercayaan dan Sikap Konsumen dalam Perspektif Bisnis Islam

The development of trade has provided very free space for movement in every transaction so that goods and services are easily owned and consumed by consumers, one of which is thrifting clothing which is one of the most basic needs for humans which is very important to use to cover and protect the body in every his activities. The aim of this research is to analyze the influence of brand image on consumer trust, the influence of product quality on consumer trust, the mediating role of consumer trust on the relationship between brand image and product quality, the mediating role of consumer attitudes on the relationship between brand image and product quality, the influence of brand image on buying interest, and the influence of product quality on purchasing interest. The influence of brand image and product quality on interest in buying thrift clothes in the growing fashion industry. This research also examines the mediating role of consumer beliefs and attitudes in the Islamic business perspective. By using regression and mediation analysis methods, the results of this research can provide valuable insight for business people, especially in understanding the preferences and behavior of Muslim consumers who are increasingly consuming fashion products. The research results conclude that the relationship between brand image has a positive and significant effect on consumer trust. , The relationship between product quality has a positive and significant effect on consumer trust, The mediating role of consumer trust strengthens the relationship between brand image and product quality, The mediating role of consumer attitude strengthens the relationship between brand image and product quality, The relationship between brand image has a positive and significant effect on purchase intention, and The relationship between product quality has a positive and significant effect on purchasing interest.

Virtual reality in the luxury fashion industry: a systematic literature review

Purpose This paper aims to synthesize the existing literature on virtual reality (VR) in the luxury fashion industry, discuss the current practical applications of VR technologies and review previous research undertaken in the luxury fashion field. Design/methodology/approach This paper conducts a systematic review and thematic analysis of existing literature to evaluate current research concerning VR and the luxury fashion industry. This search initially returned a total of 1,131 sources. After establishing and applying criteria of exclusion and inclusion, a total of 46 articles were selected for the thematic analysis. Findings Five major themes were identified, including virtual luxury fashion consumption, VR in marketing communication, virtual try-on, VR retail (including virtual fashion retail spaces) and virtual worlds (including customers’ virtual representation as avatars). The importance of these themes for the study of VR in luxury fashion is supported by relevant studies in the literature. Originality/value Whilst research into VR use within luxury fashion has increased recently, it remains fragmented. Given the absence of a comprehensive review addressing this topic within the literature, this paper will help scholars and fashion brands better understand the effects of VR on the luxury fashion industry. By integrating current practice and existing research, this paper contributes to a better understanding of how and where VR is used in luxury fashion contexts.