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Fashion clothing consumption: antecedents and consequences of fashion clothing involvement

Aron O'Cass (Newcastle Business School, The University of Newcastle, Callaghan, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 July 2004

Abstract

For many years fashion clothing has been an area of interest in consumer research. This study examines the effect of materialism and self‐image product‐image congruency on consumers’ involvement in fashion clothing. It also examines purchase decision involvement, subjective fashion knowledge and consumer confidence. Data were gathered via a self‐completed mail survey, resulting in 478 responses being returned. The results indicate that fashion clothing involvement is significantly effected by a consumer's degree of materialism, gender and age. Further, it was found that fashion clothing involvement influences fashion clothing knowledge. Finally, the results indicate that fashion clothing knowledge influences consumer confidence in making purchase decisions about fashion.

Keywords

Citation

O'Cass, A. (2004), "Fashion clothing consumption: antecedents and consequences of fashion clothing involvement", European Journal of Marketing, Vol. 38 No. 7, pp. 869-882. https://doi.org/10.1108/03090560410539294

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited