The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in with their peers or to articulate self-identity and conform to the society. This trend has become a fashion dilemma and the purpose of this paper is to leverage on this matter by investigating the factors influencing the Gen-Y consumers’ attitude and purchase intention towards fashion apparel.
A sample of 250 respondents is used to assess the measurement and structural models, by applying a partial least squares-structural equation modelling (PLS-SEM) approach.
The results indicate that brand and self-identity are the factors that most shape Gen-Y consumers’ attitudes towards fashion apparel. Furthermore, brand, style, price, and social identity are the most influential factors of Gen-Y consumers’ purchase intention for fashion apparels. The findings also show that style, price, country of origin, and social identity are not relevant to Gen-Y consumers’ attitudes towards fashion apparel, and that country of origin and self-identity do not have any relationship with the Gen-Y consumers’ purchase intention.
This study is among the few attempts to investigate the Gen-Y consumers’ buying behaviour of fashion apparel based on the theory of planned behaviour, optimal distinctiveness theory, and social identity theory. PLS-multi-group analysis reveals that age, gender, and income are moderating variables of several proposed structural relationships.
Valaei, N. and Nikhashemi, S. (2017), "Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis", Journal of Fashion Marketing and Management, Vol. 21 No. 4, pp. 523-543. https://doi.org/10.1108/JFMM-01-2017-0002Download as .RIS
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