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Relationship between personality traits and consumer rationality regarding the intention to purchase collaborative fashion

Patrícia de Oliveira Campos (Federal University of Pernambuco, Caruaru, Brazil)
Cristiane Salomé Ribeiro Costa (Federal University of Pernambuco, Caruaru, Brazil)
Marconi Freitas da Costa (Federal University of Pernambuco, Caruaru, Brazil)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 6 January 2022

Issue publication date: 25 January 2023

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Abstract

Purpose

The study aims to identify the antecedents of consumers' collaborative fashion purchase intention by analysing innovativeness, self-confidence and consumer spending self-control variables as antecedents.

Design/methodology/approach

A descriptive quantitative research was performed to verify the influence of such variables based on data collected through an online survey and analysed by structural equation modelling (SEM), which resulted in a final sample of 230 valid respondents.

Findings

The main findings include innovativeness as a strong antecedent of intention to consume collaborative fashion. However, self-confidence and consumer spending self-control are not related to adopting this consumption format, suggesting that collaborative fashion can promote reverse effects by stimulating excessive consumption.

Practical implications

The results can assist companies of collaborative fashion to enhance their strategies to attract consumers looking for creative reuse of items, for example, by offering repair, revitalisation services and promoting meetings to share tips on how to reuse items creatively. Companies can also improve communication campaigns by focussing on the product itself, rather than price, which seems to be more effective in the context of collaborative fashion consumption.

Originality/value

The study is amongst the first to analyse the influence of consumers' personality traits towards collaborative fashion consumption and provide the scope with findings on the interrelationship between personality traits and consumer rationality, which can broaden the understanding about the potential rebound effects in this context.

Keywords

Acknowledgements

This study was financed in part by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES, Brazil) - Finance Code 001. The authors wish to express their gratitude to the anonymous reviewers, the editor and the associate editor for their helpful comments.

Citation

Campos, P.d.O., Costa, C.S.R. and Costa, M.F.d. (2023), "Relationship between personality traits and consumer rationality regarding the intention to purchase collaborative fashion", Journal of Fashion Marketing and Management, Vol. 27 No. 1, pp. 42-60. https://doi.org/10.1108/JFMM-02-2021-0049

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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