Article2009

The Ethics of Consumer Involvement with Fashion: A Freedom under Social Pressure

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Consumer Perception and Purchasing Behavior Fashion and Cultural Textiles Consumer Behavior in Brand Consumption and Identification

Abstract

The aim of this work was not only to estimate a model based on the variables of motivation and emotion that underlie the process of interest in new trends, but also to explore the moderating role of socio-demographic characteristics. An empirical work was conducted based on structural equation modeling with a sample of 341 individuals, using path modeling with a multigroup analysis. It was demonstrated that involvement with new fashion is not only a personal more than social need, but also that it is addressed more from an emotional than a cognitive perspective. Moreover, it was demonstrated that involvement with new fashion shows a negative emotional valence when social need is working on the consumer adoption model. In addition, it was shown that there are different ways in which consumers become interested in fashion according to their socio-demographic characteristics. This research lead to recommendations that may serve to improve fashion houses’ plans, by considering the consumer from an ethical perspective. This is a heterodox paper that contradicts the dominant paradigm of the diffusion of fashion since it does not recognize and accept the predominant role of personal influence on social influence but also the antecedent role of emotion on cognition to develop the involvement with new trends.

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References

1988An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment 1985Measuring the Involvement Construct 1999The Role of Emotions in Marketing 1985A Propositional Inventory for New Diffusion Research 2003Adaptive Self-Regulation of Unattainable Goals: Goal Disengagement, Goal Reengagement, and Subjective Well-Being 1997Speaking of Fashion: Consumers' Uses of Fashion Discourses and the Appropriation of Countervailing Cultural Meanings 2005The Structure of Goal Contents Across 15 Cultures.2004Fashion clothing consumption: antecedents and consequences of fashion clothing involvement

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2018Happiness in Fashion 2020Socially Responsible Fashion Practice: Looking Good and Feeling Good 2023Expressing Your Personality Through Apparels: Role of Fashion Involvement and Innovativeness in Purchase Intention 2020The Role of Young Consumers in Moving to a Sustainable Consumption Future

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