Search results

The main purpose of this study is to investigate the mediating role of fashion clothing involvement in the relationship between body appreciation and maladaptive consumption, namely fashion-oriented impulse and compulsive buying. The second purpose of this study is to investigate if this mediation varies based on gender.

A quantitative approach was adopted in this study, and data were collected via Amazon Mechanical Turk from 255 consumers located in the U.S. aged 18 and above. The collected data were analyzed using the least partial square and multi-group analysis of the structural equation model.

The results revealed that the relationship between body appreciation and maladaptive consumption is established through fashion clothing involvement. Results also showed that the mediating role of fashion clothing involvement in this relationship does not significantly differ across gender.

This study reports the fully mediating role of fashion clothing involvement in the relationship between body appreciation and maladaptive consumption, highlighting the importance of studying positive body image in the context of fashion and consumption. While previous research findings indicate the negative consequences of negative body image, this research reveals that positive body image can also lead to negative outcomes through possible mediators. Furthermore, this study finds fashion clothing involvement does not differ in mediating the relationship between body appreciation and maladaptive consumption behavior based on gender.

This study aims to examine the conceptual distinction of two clothing orientations – style orientation and fashion orientation. Style and fashion orientations both express identity and individuality, but the fashion orientation may more strongly reflect materialistic values, which extensive evidence shows are detrimental to well-being. This study investigates how the clothing orientations are associated with materialism and subjective well-being.

The conceptual distinction between style and fashion orientations and their associations with materialism and subjective well-being were investigated via an online survey (N = 4,591) conducted in Germany, Poland, Sweden and the USA. Participants aged 18–65 were recruited based on national representative quotas for age, gender, education and region.

The regression results support a conceptual distinction between the style and fashion orientation. Style orientation was positively associated with subjective well-being compared to fashion orientation. Both the style and fashion orientations were positively correlated with materialism, but the association was much stronger for fashion orientation and materialism exhibited a strong negative association with subjective well-being. Interestingly, materialism moderated the association between fashion orientation and well-being but not between style orientation and well-being.

The four examined countries were Western, and, thus, the findings cannot be generalized to other populations. In addition, this study specifically examined relationships in a clothing context. To enable wider generalization, the relationships tested must be explored in other countries, especially non-Western, and also across other product categories.

The findings of this study can help retailers develop their marketing programs, product and service offerings and specifically their communications more closely targeted to consumers’ clothing orientations.

This study contributes by conceptually distinguishing between clothing style and fashion orientations and investigating their divergent associations to materialism and subjective well-being. This research also raises the question of whether fashion orientation is independent or rather, an aspect of materialism, which has implications for other consumption domains as well.

This study aims to understand the acceptance of AI-curated fashion services among Chinese consumers by introducing consumer characteristics, such as fashion clothing involvement (FCI) and technological innovativeness (TI), as leading variables of the technology acceptance model (TAM). Furthermore, it aims to examine the impact of FCI and TI on attitudes towards AI-curated fashion services and the purchase intention of fashion products through perceived usefulness (PU), perceived ease of use (PEU), and perceived enjoyment (PE). Through this analysis, this study seeks to determine a marketing strategy that can support implementing AI-curated fashion services in the Chinese market.

This study used structural equation modeling to ascertain the results.

Regarding AI-curated fashion services' attributes, the analysis revealed that consumers' FCI did not significantly affect the PU and PE. However, FCI greatly impacted the PEU. In addition, consumers' interests in TI significantly affected PU and PE but did not significantly influence PEU, although PEU significantly affected PU. PU, PEU, and PE greatly impacted usage attitude. PU and usage attitude significantly affected purchase intention, whereas PE had no effect.

Through a practical survey of Chinese consumers, we investigated the impact of FCI and TI on the attitude and purchase intention of fashion products recommended by AI-curated fashion services.

This research applied Homer and Kahle's (1988) theoretical framework, which describes the hierarchical relations of personal values, attitude and behavior to test the moderated mediation model. The major focus of this study was to evaluate how individual characteristics such as fashion involvement and materialism influenced the formation of socially responsible attitudes and ethical fashion purchasing intentions. By focusing on fashion aficionados and materialists, this research examines each step of the hierarchical model by exploring the relation between values and attitude and evaluating the attitude–behavior gap. The main finding highlights the critical role that attitude plays in ethical fashion consumption.

Different sets of latent models with each ethical quality such as ethical concern and ethical obligation were tested to explore if those consumer characteristics had any moderating effects on both front-end (IV-M) and back-end (M-DV) relations of Homer and Kahle's (1988) hierarchical model.

Both ethical values failed to instill a socially responsible mindset in individuals who were heavily immersed in fashion or materialism. Once such attitudes were formed, however, those who were fashion-conscious or materialistic were more likely to purchase ethical apparel than those who were less interested in fashion or materialism.

Previous research has mainly identified external or situational factors that create the attitude or intention and behavior gap in ethical consumption. Given the lack of understanding about psychological factors in understanding the gap, this study added to the literature by identifying fashion involvement and materialism as critical factors positively influencing attitude and behavioral intention associations.

This study aims to determine the effects of consumers' perceptions of value and environmental concerns toward recycled content clothing on consumers' attitudes and purchase intentions toward these products.

The research methodology consisted of consumer survey. Female consumers registered in the labor market in the province of Konya in Turkey constituted the sample of the study. A total of 296 female consumers selected by a simple random sampling method, and taking into account time, cost and accessibility criteria, constituted the sample of the study.

Perceived customer values and environmental concerns were found to be much more effective on purchase intentions, although they were weak in positively affecting customers' attitudes toward recycled content clothing. Findings show that emotional, epistemic and conditional values and environmental concerns positively affect purchase intentions.

The sample in this study consisted of just female consumers with income in the city of Konya, Turkey. The results might be different in different demographic groups and different cities of Turkey.

Consumers have positive attitude toward the idea of using recycled fibers in their clothes.

The literature generally includes research examining consumers' behavior toward sustainable fashion. This research focuses on the value perceptions and attitudes of Turkish consumers toward recycled content clothing – a market and topic that have not been studied much before.

The purpose of this study is to examine the ease of use and usefulness of the application Taobao and whether involvement, self-confidence and self-expression of users are related and ultimately affect the purchase intention of Gen Z Chinese users on the site.

The theoretical basis of Technology Acceptance Model (TAM) was utilized. An online survey of 46 questions and 190 responses of Chinese consumers between the ages of 18 and 23 was conducted. PROCESS and a linear regression were used to analyze the results.

Through the lens of the TAM (Davis, 1989), the findings of this study determined that for participants TAM was deemed more useful when TAM was viewed than as easier to use. However, in this case perceived ease of use and usefulness did not directly relate to attitude. Instead, attitude was directly related to self-expression, confidence and involvement as the determining factors of positive attitude leading to intention. The study found that self-expression was most significant regarding attitude. To influence perceived self-expression though, ease of use and usefulness were crucial to obtain this effective characteristic.

In this study how the ease of use and usefulness of the application and involvement, self-confidence and self-expression of users are related and affect the purchase intention is examined.

By using Technology Acceptance Model, the purpose of this study is to investigate how the perceived usefulness and ease-of-use of shopping mobile apps affects consumer’s flow experience, attitude, impulsive buying tendency (IBT) and urge to impulsive buying on halal fashion products.

A quantitative study was done on 357 Indonesian online shoppers to find out how perceived usefulness and ease of use of mobile shopping apps affect impulsive buying tendencies and urges on halal fashion products. Flow experience and attitude were used as mediating variables, and the research hypotheses were tested using Partial Least Square Structural Equation Modeling (PLS-SEM).

This study confirmed significant positive relationships between perceived usefulness and ease of use of mobile apps, flow experience, attitude, IBT and urge to impulsive buying. The results of this study show that perceived usefulness and ease of use influence flow experience. Ease of use also influences attitude, but perceived usefulness did not impact attitude. In addition, flow experience did not impact attitude. However, both flow experience and attitude influence IBT. Furthermore, IBT significantly mediated flow experience and attitude into urge to impulsive buying.

This study only captured consumers in one country, so its results cannot be generalized to other nations. Random sampling may limit result generalization. In this study, three mobile shopping applications were investigated and the results would have been different if more mobile shopping applications were investigated.

The study gives a better understanding of how the perceived usefulness and ease of use of mobile shopping apps affect a consumer's tendency and urge to impulsive buying on halal fashion products by using flow experience as mediating variable.

This study aims to explore the influence of external factors and the characteristics of young Indian consumers on their behavioral intention toward fashion clothing rental (FCR), using the theory of reasoned action (TRA) as a theoretical framework.

This study used quantitative research methods, collecting data from 396 Indian participants, and tested the proposed hypotheses using PLS-structural equation modeling.

The results indicated that young Indian consumers' favorable attitudes toward FCR are mainly driven by perceived usefulness, novelty-seeking, fashion orientation, narcissism and environmental consciousness. These drivers, together with subjective norms, further lead to their intention to rent fashion clothing. This study also found that perceived risk has a negative impact on consumers' attitudes toward FCR, but minimalism does not significantly affect consumer attitudes.

By integrating additional constructs into traditional TRA, this study contributes to existing literature and provides insight for fashion retailers on the role of consumer characteristics in the adoption of FCR in emerging markets.

Researchers have paid little attention to elucidating how customer-perceived innovative apparel attributes are linked to brand reputation and consumer buying behaviors. This study intends to bridge that gap by providing empirical evidence on the effects of product novelty, product difference and product inimitability on brand reputation and behavioral intentions in the context of garment purchasing. We also investigate the moderating effects of self-congruity and value consciousness on the attribute‒brand reputation linkages, as well as their immediate influence on the domain variables.

The proposed model was estimated using data from a web-based survey of 299 female apparel customers. Structural equation modeling was employed to test the relationships between variables.

The results indicate that product novelty, product inimitability, self-congruity and value consciousness significantly influence brand reputation. The results also demonstrate that self-congruity, value consciousness and brand reputation have direct effects on behavioral intention, while self-congruity and value consciousness appear to moderate the relationship between innovative product attributes and brand reputation.

This study is the first to present a conceptual model that systematically encompasses product innovation, brand perceptions and behavioral links in the field of women's clothing. The findings have important implications for both academics and practitioners in the field of fashion marketing.

This study aims to examine the effect of Muslim consumers’ religiosity on their brand verdict regarding clothing brands, through the mediating role of decision-making style, brand status and brand attitude.

Structural equation modeling was used to analyze the data collected from 200 clothing buyers in Mashhad, one of Iran’s religious cities.

The results indicate that intrapersonal religiosity, compared to interpersonal religiosity, has a more significant effect on Muslim consumers’ decision-making styles, and different decision-making styles of Muslim consumers affect their brand verdict through brand status and brand attitude.

The research sample consists solely of respondents from the Islamic religion. Therefore, the impact of religiosity might differ among individuals from other religions, such as Christianity and Judaism.

This study’s findings are crucial for clothing brands, both national and international, that cater to the Muslim customers’ market. They need to consider the degree of religiosity when segmenting and targeting their market. This study shows that clothing brand marketers can best influence the brand verdict of Muslim consumers by targeting those with a brand-loyal decision-making style, focusing on their religious beliefs.

To achieve success in Iran’s Muslim market, marketers must consider their consumers’ religious beliefs and tailor their marketing plans accordingly. This study aims to investigate the impact of religiosity on consumer behavior toward brands in Iran’s Muslim market.