Independent and interdependent self‐views and their influence on clothing consumption
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 15 March 2011
Abstract
Purpose
The purpose of this paper is to examine the influence of individualism and collectivism at an individual level, in the context of an emergent market economy of Eastern Europe. More specifically, the effects of the psychological constructs of independent/interdependent self on a number of clothing‐related consumer behaviour phenomena are examined.
Design/methodology/approach
Data were collected through a home‐based face‐to‐face survey of some 1,000 Bulgarian respondents.
Findings
Evidence was found supporting the notion that the relationship between individualism and collectivism is complex, and individualist and collectivist values do not characterise two opposing cultural dimensions. Additionally, being autonomous or being interrelated with important, others were found to play an important part in consumer preference for self‐ and social‐symbolic meanings of clothing artefacts, as well as on shopping attitudes held and actual purchase behaviour.
Research limitations/implications
Conclusions and implications of the research are limited to the factors considered in the conceptual model. The use of face‐to‐face interviews can lead to the interviewer's intentional or unintentional influencing of the survey results. The use of self‐reporting measures in the structured interview can result in acquiescence.
Practical implications
Findings suggest that marketers and retailers will benefit from individualising their activities.
Originality/value
The paper develops further our understanding of the effects of the independent/interdependent self‐concept on diverse consumption phenomena and provides empirical evidence in support of the proposed conceptual model using a nationally representative sample.
Keywords
Citation
Millan, E. and Reynolds, J. (2011), "Independent and interdependent self‐views and their influence on clothing consumption", International Journal of Retail & Distribution Management, Vol. 39 No. 3, pp. 162-182. https://doi.org/10.1108/09590551111115015
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited