Article2004

Fashion clothing consumption: antecedents and consequences of fashion clothing involvement

617 citations0/0 files storedEuropean Journal of Marketing

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Consumer Perception and Purchasing Behavior Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

Abstract For many years fashion clothing has been an area of interest in consumer research. This study examines the effect of materialism and self‐image product‐image congruency on consumers' involvement in fashion clothing. It also examines purchase decision involvement, subjective fashion knowledge and consumer confidence. Data were gathered via a self‐completed mail survey, resulting in 478 responses being returned. The results indicate that fashion clothing involvement is significantly effected by a consumer's degree of materialism, gender and age. Further, it was found that fashion clothing involvement influences fashion clothing knowledge. Finally, the results indicate that fashion clothing knowledge influences consumer confidence in making purchase decisions about fashion.

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References

1985Measuring the Involvement Construct 1992A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation 1971The Theory of Buyer Behavior 1985Measuring Consumer Involvement Profiles 1985Materialism: Trait Aspects of Living in the Material World 1984The Theory of Power and Conflict in Channels of Distribution 1985Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments 1992Fashion, Culture, and Identity

Cited by

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