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Towards a better understanding of fashion clothing purchase involvement

Mahfuzur Rahman (Department of Finance and Banking, Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia)
Mohamed Albaity (Department of Finance and Economics, College of Business Administration, University of Sharjah, Sharjah, United Arab Emirates)
Che Ruhana Isa (Department of Accounting, Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia)
Nurul Azma (Department of Accounting and Finance, Faculty of Business Management and Professional Studies, Management and Science University, Shah Alam, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 11 September 2018

Issue publication date: 15 October 2018

Abstract

Purpose

This study aims to concern with Malaysian consumer involvement in fashion clothing. To achieve this, materialism, fashion clothing involvement and religiosity are examined as drivers of fashion clothing purchase involvement.

Design/methodology/approach

Gender, race and age are explored to have better understanding of fashion clothing purchase involvement in Malaysia. Data were gathered using a Malaysian university student sample, resulting in 281 completed questionnaires.

Findings

The results support the study’s model and its hypotheses and indicate that materialism, fashion clothing involvement and religiosity are significant drivers of fashion clothing purchase involvement. Also, materialism is a significant driver of fashion clothing involvement, and fashion clothing involvement mediates the relationship between materialism and fashion clothing purchase involvement. The results also show that Malaysian youth do not possess a high level of materialistic tendencies.

Originality/value

This study offers enormous opportunities for the international apparel marketers to formulate relevant business policies and strategies.

Keywords

Citation

Rahman, M., Albaity, M., Isa, C.R. and Azma, N. (2018), "Towards a better understanding of fashion clothing purchase involvement", Journal of Islamic Marketing, Vol. 9 No. 3, pp. 544-559. https://doi.org/10.1108/JIMA-03-2017-0028

Publisher

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Emerald Publishing Limited

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