The effect of consumers' involvement and innovativeness on the utilization of fashion wardrobe

Ho Jung Choo · So Yun Sim · Ha Kyung Lee · Ha Bin Kim

53 citations0/0 files storedInternational Journal of Consumer Studies

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Consumer Perception and Purchasing Behavior Fashion and Cultural Textiles Environmental Sustainability in Business

Abstract

Abstract This study proposed wardrobe utilization as a means of explaining consumer clothing use behaviour, and aimed to explore its relationship with other antecedent variables. We posit that use innovativeness functions as an antecedent of wardrobe utilization within a model comprised of fashion‐related variables, such as fashion innovativeness and fashion involvement. An empirical study was conducted to test this relationship with 211 adult women between the ages of 20 and 40 years. In order to calculate wardrobe utilization, the number of clothing items worn by each respondent was divided by the total number of clothes that the respective respondent owns. The findings of this study revealed a measureable effect of use innovativeness on wardrobe utilization and apparel purchase behaviour. In addition, fashion innovativeness and fashion involvement was shown to affect use innovativeness; however, the two variables did not have a significant impact on influencing wardrobe utilization. These results showed that use innovativeness plays a role of the full mediator variable in the path from fashion involvement and fashion innovativeness to wardrobe utilization. These also indicated that people who are very innovative in their use of fashion are likely to broadly utilize their respective wardrobes. Finally, the impact of purchase behaviour on wardrobe utilization was dismissed, as purchase behaviour and use behaviour were found to be clearly distinguished from one another. Clothing utilization is related to the life cycle of clothes including their purchase, usage and disposal. And in better understanding clothing utilization, the needless waste of clothing would be reduced and would encourage better management of clothes after their purchase. In the context of the product life cycle, this study of clothing use behaviour can assist in building a more sustainable environment for the textile and fashion industry.

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References

1988On the Evaluation of Structural Equation Models 1980Innovativeness, Novelty Seeking, and Consumer Creativity 1991Measuring Consumer Innovativeness 1999A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness 1983A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive Process 1954City Shoppers and Urban Identification: Observations on the Social Psychology of City Life 2000An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing 2009An investigation of young fashion consumers' disposal habits

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