Fashion Consumption Research Articles

I bought it and I feel good! An examination of fit factors and self-evaluation related to confident clothing decisions and psychological well-being

Clothing plays a crucial role in shaping a consumer's self-perception and identity, particularly through its fit, which influences how comfortable and confident one feels in one's appearance. Given the importance of fit, this study aims to examine how fit characteristics affect consumers' self-evaluations and how these evaluations influence confident clothing decisions and psychological well-being by applying the self-discrepancy theory. Data were gathered from a sample of 502 fashion consumers. The findings from the partial least squares structural equation modeling showed that self-discrepancy acts as a mediator between consumers' self-evaluation and their psychological responses. A multi-group analysis revealed the strong mediating role of self-discrepancy on the relationship between self-evaluation and body satisfaction for males. These findings have significant theoretical and practical implications for the fashion industry in the context of fit characteristics, offering valuable insights into consumer decision-making processes.

Investigating the Customer Journey in Second‐Hand Fashion Platforms: Implications for Luxury Brand Management

ABSTRACTConsumers' increasing environmental concerns are prompting a shift in fashion consumption, fueling the remarkable growth of the second‐hand market. Over the last decade, this trend has spurred the emergence of a plethora of online platforms dedicated to the resale of pre‐loved fashion items. As consumers can easily access luxury garments at affordable prices through second‐hand platforms, the rapid expansion of these indirect channels holds the potential to further redefine how consumers experience and access luxury, significantly contributing to its democratization. While scholarly interest in second‐hand luxury has recently surged, current research has overlooked the experience consumers live when purchasing from such channels. Our research aims to fill this gap by delving into the customers' journey within these marketplaces, unraveling their experiences, perceptions, and decision‐making processes when purchasing second‐hand luxury. Twenty‐four in‐depth interviews with established luxury consumers who have recently purchased second‐hand luxury items through these platforms were conducted. The customer experience and journey framework was applied as a theoretical lens to make sense of such interactions. The findings reveal that consumers are drawn by the perceived endless availability of luxury items and the opportunity to compare different listings. Still, concerns over brand dilution, counterfeiting, and the absence of a sought‐after luxury experience pose significant challenges during the customer journey. This research contributes to the emerging field of second‐hand luxury by shedding light on the intricacies of the customer experience within these platforms. The article concludes with managerial insights aimed at assisting luxury brand managers in developing strategies and tactics in a market environment where second‐hand platforms are gaining momentum.

“I Crossed My Own Line, But Here is What I do”: The Moral Transgressions of Sustainable Fashion Consumers and Their Use of Alternating Moral Practices as a Cognitive-Dissonance-Reducing Strategy

AbstractDrawing on the notion of ethical subjectivity (Foucault, in Fruchaud, Lorenzini (eds) Discourse and truth and parrēsia. The University of Chicago Press, 1983; Foucault, in Rabinow (ed) Essential works of Foucault 1954–84, The New Press, 1997), cognitive dissonance theory (Festinger, A theory of cognitive dissonance, Stanford University Press, 1957) and transgressive behaviours (Jenks, Transgression, Routledge, 2003), this research addresses the empirical question of how regular consumers of sustainable fashion overcome cognitive dissonance when they transgress their own code of conduct in sustainable fashion consumptionscapes. We utilize a top-down thematic analysis (Braun and Clarke, Qual Res Psychol 3:77–101, 2006) of 20 semi-structured existential-phenomenological interviews (Cherrier, in Harrison, Newholm, Shaw (eds) The ethical consumer, SAGE Publications, 2005) and depict a novel, behavioural-level, practice-based cognitive-dissonance-reducing strategy that we term the strategy of alternating moral practices. We demonstrate this dissonance-reducing strategy to be more than just a withdrawal from the value systems attributed to sustainable fashion consumption, either temporary or permanent. Rather, regular consumers of sustainable fashion demonstrate hands-on efforts to find ways of doing that manifest an alternative ethical behaviour. This strategic action is, in turn, held to be enhancing the ethical subjectivities of the consumers. Theoretical discussions of the relationship between these expanded ethical subjectivities and their host consumptionscapes are provided. Using this new approach to understanding transgressive behaviours in the market for sustainable fashion, a range of directions for future research are suggested.

Understanding sustainable fashion consumption among millennials in South Africa

Understanding sustainable fashion consumption among millennials in South Africa

Could you show me the path(s) to slow fashion consumption? An application of the prototype willingness model

Could you show me the path(s) to slow fashion consumption? An application of the prototype willingness model

Study on the Consumption Behavior of Generation Z Buying China-Chic Products

The rise of the China-Chic culture has injected new vitality into Chinese clothing brands, with "New Chinese Style" clothing continuing to gain popularity. By innovatively exploring and recreating traditional Chinese culture, clothing brands have formed a unique, relatable, and resonant fashion consumption trend among the masses. Meanwhile, with the growth of Generation Z, their consumption attitudes and behaviors have influenced the development of the Chinese market. Taking China-Chic clothing as an example, this paper studies the factors influencing Generation Z's consumption behavior based on the theory of consumer value perception.

Sustainable post-consumer textile waste management: Picture fuzzy set-based ORESTE approach

The fashion industry negatively impacts air and water quality and contributes to landfill through its toxic chemical use, over-production of goods and inefficient shipping practices. Consumers' improper consumption of fashion exacerbates these environmental impacts. Post-consumer textile can be managed by consumers via deciding on the particular practices reducing the textile waste. Consumers play a significant role in shaping the fashion industry as their attitudes towards extending a garment's life cycle and supporting recycling impact the business practices of suppliers. This study analyzes post-consumer textile waste (post-consumer textile waste) management options for consumers and factors affecting the consumer attitudes. The study identifies consumer options, conducts a bibliometric analysis (BA) and detailed literature review to address the gap in multi-criteria decision making (MCDM) techniques; in doing so, it proves the originality of the selected ORESTE technique for the field of study and proposes a novel picture fuzzy sets approach based ORESTE methodology to sustainably manage PCTWs. The findings of the study reveals that the among the alternative sustainable PCTW management practices; extended producer responsibility actions is the most preferred action followed by donation, reuse, recycling, composting, second-hand shopping and swapping, respectively. The originally of this paper grounds on the fact that there is no comprehensive list of these practices with a consumer perspective, and no ORESTE approach or picture fuzzy set application in the literature. Thus, this paper contributes to the literature by highlighting the real preferences of consumers as practical implications, and by attracting the attention of industry representatives to take which practices into consideration most. Besides, this paper makes a theoretical contribution by proposing a novel fuzzy MCDM approach, and by offering an alternative to the Besson ranking procedure.

Dopamine and Endorphins: A Study of Speed in Fashion as a Mechanism of Desire

This study delves into the contrasting mechanisms of fast fashion and slow fashion, examining how they operate as expressions of human desire driven by distinct neurological and philosophical underpinnings. Fast fashion, fueled by rapid production cycles and the influence of technology and capital, leverages dopamine-driven mechanisms to provide instant gratification. This model aligns with the short-term reward system, reinforcing consumer behaviors that lead to continuous purchases and cyclical consumption. However, this pursuit often results in environmental degradation, resource overuse, and psychological exhaustion among consumers. In contrast, slow fashion embodies a counter-narrative that emphasizes quality, sustainability, and long-term satisfaction, aligning with the endorphin-driven mechanisms. These endorphins, associated with deeper emotional fulfillment and resilience through challenges, promote a reflective, meaningful consumer experience. The philosophical analysis incorporates Schopenhauer’s concept of insatiable will, paralleling the endless desire perpetuated by fast fashion, and Nietzsche’s idea of the will to power, suggesting slow fashion as a creative and life-affirming response that embraces challenge and meaning. Ultimately, the article argues that while both fast and slow fashion engage human desire mechanisms, their impacts differ vastly in terms of sustainability, psychological well-being, and existential fulfillment. The study calls for a broader exploration of how technology, culture, and ethical considerations can reshape fashion consumption toward more sustainable and emotionally satisfying practices.

Towards Sustainable Products and Services: The Influences of Traditional Costumes in Promoting Sustainable Fashion

Recent research in Sustainability has gained increasing attention within the past years, particularly regarding methods and approaches for designing sustainable products and services to address environmental and societal challenges. However, there has been limited exploration of incorporating cultural materials into the design process, which could enhance the cultural sustainability of products and services. This article aims to investigate the potential of integrating traditional royal costumes into fashion design to foster sustainability values and behaviours in contemporary society. A descriptive study focused on the Nhat Binh robe; a formal dress worn by noblewomen of the Nguyen Dynasty (1802–1945). The findings reveal that this traditional costume is rich in visual elements, offering a wealth of inspiration for fashion designers. However, existing products and services have yet to fully leverage the emotional and visual aspects of this unique cultural material. To creatively and sustainably preserve and promote traditional cultural values, this study proposes a model for incorporating traditional cultural materials into fashion design through co-design activities. This model emphasizes close collaboration between designers, artisans, and fashion consumers, with the goal of safeguarding traditional cultural values while advancing sustainable fashion. By fostering collaboration among them, the model has the potential to encourage a sense of ownership and emotional connection to the products, enriching consumer experiences. It not only addresses existing gaps in the use of cultural elements in fashion design but also positions designers to play a pivotal role in the future of sustainable fashion.

Empirical study of Neo-Chinese fashion consumer behaviour from the perspectives of cultural identity and emotional self-regulation mechanism

PurposeThe purpose of this paper is to explore the influential mechanism of consumer behaviour and identity towards Neo-Chinese fashion from the perspectives of cultural identity and emotional self-regulation mechanism.Design/methodology/approachThrough empirical methods such as questionnaire surveys and regression analysis, nine hypotheses were proposed and tested based on 253 valid samples.FindingsThe results indicate that perceived value has a significant positive impact on pride emotion, anxiety emotion and cultural identity, respectively. Cultural pride (anxiety) emotion also has a significant positive (negative) impact on identity. The study also finds that anxiety emotion plays a significant mediating effect in the relationship between perceived value and cultural identity, which of country-of-origin plays a significant negative moderating role.Originality/valueThis paper reveals the psychological mechanisms and implementation paths through which fashion consumption and Neo-Chinese design drive cultural identity. It provides a theoretical basis for optimizing and innovating strategies to guide the evolution of Neo-Chinese cultural identity in the new context.

Can favourite fashion brands offer variety? Female shoppers’ variety seeking and commitment to frequently purchased fashion brands

ABSTRACT As consumers search for new styles, escape boredom, or update their wardrobe, brands offer new collections that promote new looks to create sales. While past studies have examined variety-seeking behaviour within the context of brand switching or seeking new brands, less is known about consumer shopping tendencies within the context of ‘frequently purchased brands’. This study examines the extent to which consumers search beyond their favoured basket of fashion brands by investigating variety-seeking behaviour, attractiveness of alternative brands, satisfaction with brands, and brand commitment. An online survey was used to collect data from 242 female consumers. The results suggest that female consumers’ variety-seeking behaviour may weaken their relationship with favoured fashion brands as they seek alternative choices while highlighting the importance of strategically leveraging the pre-existing brand-consumer relationship. This study adds to the fashion literature where fashion consumption related to variety-seeking and brand commitment are examined.

SUSTAINABLE MATERIAL SOURCING IN THE FASHION SUPPLY CHAIN: CURRENT TRENDS AND FUTURE DIRECTIONS

This review article aims to find the increasing need to source materials that are sustainable to mitigate the effects on the environment, improve the social status, and adapt to the dynamic fashion consumer needs. Some of the main trends discussed in this work include the use of organic fibers, recycling fabrics and the introduction of new biodegradable textiles. The review article also further discusses the implication of certifications and standards in the issue of transparency and accountability. This paper analyses the broader environmental, social and economical root causes of sustainable sourcing which focus on the long term gains although possibly costly in the short run. Moreover, the article also points out the directions for future research comprising of technology advances in recycling, biofabrication techniques, status changes in frameworks and policies and trends in consumer behaviour that may potentially influence the sustainability of fashion.

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.

THE INFLUENCE OF COUNTRY OF ORIGIN (JAPAN), BRAND IMAGE, PRICE PERCEPTION AND PERCEIVED QUALITY TOWARDS REPURCHASE INTENTION: EVIDENCE FROM UNIQLO BRAND IN INDONESIA

<p>Indonesia is one of the countries with abundant population growth, as well as Indonesia is concluded as one of the countries with the most fashion users and buyers around the world. However, according to the data of sales revenue from Uniqlo in Indonesia, customers from Indonesia only contributed a little revenue towards global sales of Fast Retailing Co. or it is also called Uniqlo. This statement contradicted the point that Indonesia as one of the most fashion consumers around the world. This research aims to determine the effect and influence of country of origin, brand image, price perception, and perceived quality on repurchase intention in Uniqlo stores in Indonesia, Jakarta. This research uses explanatory research with a quantitative approach, the object of this research is people who have at least bought Uniqlo’s product more than once. The non-probability purposive sampling method was used on 200 respondents who lived in Indonesia and had purchased products from Uniqlo at least more than once. Online questionnaires were employed as the research tool for the data. The results showed that H<sub>1 </sub>Country of origin has a significant and positive effect towards repurchase intention is rejected, H<sub>2 </sub>Brand image has a significant and positive effect towards repurchase intention is accepted, H<sub>3</sub> Price perception has a significant and positive effect towards repurchase intention is accepted, and H<sub>4 </sub>Perceived quality has a significant and positive effect towards repurchase intention is accepted. For future research, some variables such as loyalty, satisfaction, and convenience can be added to the model to predict repurchase intention.</p>

Operational Strategy Analysis of Fashion Brands to Develop Digital Assets Under the Sustainability Goals

This paper analyzes the strategic decisions of fashion brands regarding the development of digital assets based on blockchain technology, with a focus on achieving both sustainability and profitability goals. We first consider foundational factors such as the fashion value of products, their life cycle, and environmental taxes to construct a traditional fashion system involving the government, fashion brands, and consumers. Subsequently, we introduce a blockchain model that incorporates the added value of digital assets, the cost of technology, and the proportion of fashion consumers. Both models—traditional and digital—are solved mathematically, and numerical experiments are conducted to compare and analyze the impact of developing digital assets by fashion brands. The findings suggest that leveraging digital assets to enhance the fashion value of products can increase the profitability of fashion brands while also reducing environmental pollution caused by leftover inventory. Additionally, the development of digital assets may extend the life cycle of a product, although this does not always lead to improved environmental performance, highlighting a trade-off between the two objectives. Ultimately, the development of digital assets by fashion brands can result in a win-win for both profit and environmental performance, but this outcome is contingent on the cost of blockchain technology meeting specific conditions.

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.

The Role of Digital Startups in Addressing Shifts in Fashion Consumer Behavior

This research paper explores the role of digital startups in addressing the evolving consumer behavior within the fashion industry. The paper first uses Maslow’s hierarchy of needs as a conceptual framework to analyze the various factors that influence consumer purchasing decisions in the aforementioned industry before evaluating how the increasing impact of digital transformation and advanced technologies, coupled with a rising emphasis on sustainability, has significantly altered fashion consumer behavior. The latter half of the paper entails case studies of innovative digital startups such as DressX and the Metaverse Fashion Week hosted on Decentraland to understand how these companies are responding to and shaping the future of fashion by addressing these emerging consumer needs. The findings underscore the pivotal role of digital startups in fostering innovation and offering consumers more accessible, convenient, and sustainable fashion experiences.

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