Diffusion of innovation: The casual workplace phenomenon

Abstract

This study examined the casual workplace in the context of diffusion of innovation. The innovation of the casual workplace, the wearing of casual clothing to the office, has had positive effects on most aspects of the corporate culture. Rogers' model of innovation‐decision process (1995) provided the conceptual framework for this study. Questionnaires were sent to human resource executives of US Fortune 500 companies, with 189 executives responding to the mailed survey. Respondents were categorised into one of Rogers’ (1995) adopter categories. Chi‐square goodness‐of‐fit test, chi‐square analysis and analysis of variance (ANOVA) were used to test H1, H2 and H3 respectively. The percentages of the companies that are categorised in each of four adopter categories in this study differed from the percentages in each of five adopter categories in Rogers' (1995) model. Human resource executives’ cognisance of the casual workplace differed on two knowledge components and two casual workplace persuasion components, relative advantage and compatibility. Because the number of Fortune 500 companies adopting casual workplace attire appears to be increasing, the need for this attire continues. Therefore, textile marketers, dry‐cleaners and retailers are challenged to provide products and services to meet consumers' casual workplace apparel needs.

Citation

Foust, S., Cassill, N.L. and Herr, D. (1999), "Diffusion of innovation: The casual workplace phenomenon", Journal of Fashion Marketing and Management, Vol. 3 No. 4, pp. 311-323. https://doi.org/10.1108/eb022568