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The purpose of this paper is to investigate and identify the salient effects of apparel evaluativ1e cues in order to enrich our understanding of consumer preferences and behaviour in two different socio-cultural contexts – Canada from the west and China of the east.

Online and paper questionnaires were used to collect data from Canada and China. Based on the prior research, 14 hypotheses were developed, and SPSS statistical analyses were used for this study.

According to the findings, Canadian and Chinese participants used price as an indicator of product quality and/or monetary sacrifice. Overall, the consumers from both countries were more concerned about the garment fit and style than brand name and country of origin. It is imperative for fashion practitioners to prioritise their resources and focus more on product research/design and prototype development. Fit, comfort and fabric were strongly correlated except in the “fit and comfort” of the Canadian sample. In addition, durability, ease of care and wardrobe coordination play a relatively less significant clothing evaluative role than many other product cues.

There are relatively few research studies have focussed on apparel consumer behaviour, and the salient impact of product-evaluative cues – particularly from a cross-national perspective. This study covers a wide array of important evaluative cues, and provides meaningful insights to both fashion academicians and practitioners. This is one of the few studies provide an in-depth and comprehensive report on the role and effects of apparel product cues.

The purpose of this study is to expand the existing knowledge on fashion consumption in general and age/gender effects on clothing choice in particular. This study was undertaken to empirically examine the importance of various sustainable and non-sustainable apparel cues, as well as the functional, aesthetic, symbolic, financial, environmental and social/ethical aspects of clothing. Although Poland's economy has been transformed remarkably over the last decade, there is still a paucity of empirical research focusing on this area has been conducted.

A self-administered online survey was employed for this study. Twenty product cues (10 non-sustainable cues and 10 sustainable), eight items of ‘environmental commitment and behaviour’ measuring scale and demographic questions were used for data collection and empirical testing.

A total of 288 useable surveys were collected for analysis. The results revealed that many Polish consumers would not purchase a sustainable or ‘green’ product if it did not provide enough aesthetic, functional and financial benefits to satisfy their needs and aspirations. Women were more reliant on garment fit and style than men. Our findings underscore several meaningful implications and useful information. Sustainable fashion is not merely about environmental, social and ethical benefits, but their aesthetic, functional, symbolic and financial values must be factored in as well.

There is limited empirical research examining the age and gender effects in relation to sustainable and non-sustainable apparel cues. Unlike many previous research that only focused on one dimension or single aspect of clothing (e.g. aesthetic/hedonic attribute or functional/utilitarian attribute).

The purpose of this paper is to gain a deeper understanding of how income, cognitive age, physiological change and life-changing events may affect older consumers’ shopping behaviours and preferences.

In-depth semi-structured interview was employed for this study. In total, 13 informants were recruited in Toronto, including 11 females and 2 males aged between 51 and 80 years. Content analysis and holistic interpretation were employed for data analysis.

According to the findings, price was a major concern to many informants regardless of their income level. The relationship between “feel age”, “look age”, or even “health age”, are not always positively correlated. The vast majority of the informants preferred shopping at the brick-and-mortar stores over online shopping. Some informants experienced difficulties or challenges in finding clothing that fit well due to the change of their body shapes. In addition, many informants needed to adjust their personal needs and buying priorities to cope with their changing personal situations and social roles.

Other than the price and mobility issues, older consumers encounter different challenges when they shop for different products. It is imperative for retailers, service providers and product developers to understand the older consumers’ changing needs, aspirations and challenges through diverse perspectives – the transition of social roles, physiological change and life-changing events.

Many prior studies are merely focused on one topic (e.g. cognitive age) or product category (e.g. clothing). Through this multidimensional and mixed categorical approach, new knowledge and insights can be generated and added to the current body of research.

The purpose of this paper is to gain an understanding of baby boomers’ physiological and psychological needs through clothing consumption.

A qualitative research approach was employed for this study. Data were collected from two generational segments: early baby boomers (1946–1954), and late baby boomers (1955–1964). In total, 13 informants aged from 53 to 71 years were participated in this study. Content analysis and interpretive approach were used for data analysis.

According to the findings, there are several reasons why the baby boomers shopped for clothing, including a way of stress relief or retail therapy, wardrobe update, replacement of worn-out garments, attractiveness of clothing styles and convenience. Style, fit, comfort and colour were the four most important product evaluative cues. Other than product cues, age appropriateness is an important factor for clothing consumption. Many informants were disappointed with their current body type, shopping experience and the industry offers.

Age-appropriate clothing can give wearers greater self-assurance/-gratification. If fashion designers create their products based on the baby boomers’ cognitive age, it would probably increase their customers’ acceptance and satisfaction.

The rapid growth of the aging population is a global phenomenon. Therefore, investigating the needs and challenges of the baby boomer generation is both timely and imperative. This study intended to offer new knowledge on the issues of baby boomers’ unmet needs, and provide insights and implications to fashion practitioners.

This study aims to explore and understand consumers' perceptions and behaviour towards pyjamas in the People's Republic of China (China).

A quantitative analysis and comparative methods were used for this study. From a large body of literature, seven product attributes were identified and used to measure and evaluate what constitutes consumers' purchasing decision for pyjamas. A total of 203 usable surveys were compiled, analyzed and collated.

This study shows evidence that consumers are more conscious of the functional values of a low‐involvement product than the symbolic values. The results of this survey indicate that comfort, fabric and quality are significant attributes, whereas country‐of‐origin and brand are relatively insignificant determinants for purchasing a pair of pyjamas.

Limitations of this study include the use of a convenience sample of female college students and confinement to a specific product – pyjamas. The results of this study are useful for fashion designers and marketers to understand Chinese consumers' perceptions of pyjamas.

This study is one of the few consumer research studies on a low‐involvement and privately consumed apparel product – pyjamas. The findings of this study provide insight and implications for fashion practitioners to develop their product and business in China.