The social lens of choice of hairstyle among Ghanaian female youth

Abstract

In this article, we review research on social factors with the main focus being on how self, social factors and fashion consciousness interact with the choice of hairstyles. By highlighting the situations of 397 Ghanaian female youth, we show how their perspectives define beautiful hairstyles and how social factors interact with the choice of hairstyle with fashion consciousness as a mediator. Using social actual-concept and social factors on behaviours as theoretical frameworks, we show the influence of religious influence, views of social group members, attractiveness and uniqueness on choice of hairstyle. Mediator analyses indicate that fashion consciousness explains the interactions among views of social group members and attractiveness with the choice of hairstyle. Implications for marketing and future directions for research on choice of hairstyle are suggested.

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