SOCIO-ECONOMIC AND PSYCHOLOGICAL CORRELATES OF FASHION CONSCIOUSNESS OF CONSUMERS

Fashion conscious people allocate a large part of their budget on a latest fashion. The present study assessed the socio-economic and psychological factors that play significant role in fashion consciousness. A convenient sample of 200 individuals (men=100 and women=100) of age between 22 and 44 years from Multan, Pakistan was taken to study the correlates of fashion consciousness. The estimates of ordinary least square showed that education, monthly income, materialism, and media exposure had significant positive impact, and price consciousness had significant negative impact on fashion consciousness of the sample, which partially support consumption theories (e.g., Absolute Income Hypothesis’ and ‘Relative Income Hypothesis). The study has implications for both consumers and producers. Key Words: Fashion consciousness, materialism, price consciousness, absolute income hypothesis, relative income hypothesis

Counterfeit? I don’t mind

The purpose of this study was to determine how the influence of Fashion Consciousness, Subjective Norm, and Hedonic Shopping Motivation on Purchase Intention of counterfeit fashion products. This study used a quantitative approach that targets youth consumers in Denpasar City. Data was collected through an online questionnaire using a google form involving 100 respondents. The data were analyzed using SPSS software version 26.0. This research provides evidence that purchase intention is influenced by fashion consciousness and hedonic shopping motivation, while the subjective norm has no significant effect on the purchase intention of counterfeit fashion products. This research has implications for fashion product entrepreneurs, both original and counterfeit products, regarding the internal factors of consumers that influence purchase intentions on fashion products, especially counterfeit fashion products.

PENGARUH SOURCE OF FASHION KNOWLEDGE DAN FASHION CONSCIOUSNESS TERHADAP HIJAB FASHION PURCHASE INTENTION PADA MAHASISWI MUSLIM DI SURABAYA

ABSTRAKWanita muslim saat ini lebih sadar akan citra diri dan identitas sosial mereka, dan kesadaran ini mempengaruhi konsumsi mereka termasuk hijab fashion. Dalam niat pembelian produk hijab fashion,sumber informasi tentang fashion hijab dan kesadaran seorang muslim menjadi faktor penting. Mahasiswi muslimah mencari informasi tentang fashion hijab yang sedang trend saat ini dari relasi, media sosial maupun media cetak. Penelitian ini bertujuan untuk menganalisis source of fashion knowledge dan fashion consciousness terhadap hijab fashion purchase intention mahasiswi muslim di Surabaya. Penelitian ini melibatkan 140 mahasiswi yang mengenakan hijab di 16 perguruan tinggi di Surabaya. Hasil penelitian ini menunjukkan bahwa source of fashion knowledge dan fashion consciousness berpengaruh signifikan terhadap hijab purchase intention. Kata Kunci: Hijab, Fashion, Fashion Consciousness, Hijab Purchase Intention, Source of fashion knowledge, mahasiswa muslimah surabaya. ABSTRACTToday's Muslim women are more aware of their self-image and social identity, and this awareness affects their consumption including hijab fashion. In the intention of purchasing hijab fashion products, sources of information about hijab fashion and the awareness of a Muslim are important factors. Muslim female students seek information about the current trend of hijab fashion from relationships, social media and print media. This study aims to analyze the source of fashion knowledge and fashion consciousness on the hijab fashion purchase intention of Muslim students in Surabaya. This study involved 140 female students who wore the hijab at 16 universities in Surabaya. The results of this study indicate that the source of fashion knowledge and fashion consciousness has a significant effect on hijab purchase intention.Keywords: Hijab, Fashion, Fashion Consciousness, Hijab Purchase Intention, Source of fashion knowledge, Muslimah Surabaya students.

Male Consumers and their Decision Making Styles- A Critical Literature Review

This paper intends to explore how male consumers make their buying decision-making. It encapsulates a review of past researches that have been undertaken over so many years in this field. It connotes an answer that male shoppers are more utilitarian, instrumental shoppers looking for functional benefits of products. Though past researches somehow project male consumers to be less involved in shopping, less recreational, less information-seeking and less impulsive, yet they are reported to be highly time-energy conserving, brand conscious and also quality seekers. There are mixed findings regarding the decision-making styles of novelty fashion consciousness, confusion due to over choice, brand loyalty and value for money consciousness. This study is an important piece of information for retailers who face dilemma about the choice of strategy to be adopted while targeting male shoppers in the complex retailing scenario.

The social lens of choice of hairstyle among Ghanaian female youth

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.

Fashion consciousness, materialism and fashion clothing purchase involvement of young fashion consumers in Egypt: the mediation role of materialism

Purpose Fashion clothing has always been an interesting area for scholarly research on consumer behavior. This paper seeks to gain a better understanding of the youth involvement with fashion clothing in the Egyptian context. Accordingly, the paper considers the Egyptian consumers’ attitude toward fashion involvement by investigating how fashion consciousness and materialism serve as main antecedents of fashion clothing involvement, while also determining the impact of fashion clothing involvement on fashion clothing purchase involvement. This paper aims to test an extended and adapted theoretical model of fashion clothing involvement in Egypt. Design/methodology/approach Using non-probabilistic convenience sample, a survey method was used, and 270 valid questionnaires were collected. Findings The hypothesized antecedents were found to influence fashion clothing involvement among young Egyptian consumers, which in turn significantly affect its purchasing. Moreover, materialism was also found to partially meditate the relationship between fashion consciousness and fashion involvement. On the other hand, the hypothesized gender role as a moderator between all variables of the study was not supported. Research limitations/implications Using a wider population is one avenue future research seeking to replicate this study can pursue. Specifically, because the sample consisted of university students, generalizing the results to non-students can be restricted. Likewise, findings are mainly related to fashion clothing; hence, extending the model to include other product categories can provide more support for the results. Practical implications As the results confirmed that there is a partial significant positive impact of fashion consciousness on fashion clothing involvement via materialism, the paper provides practical implications for fashion marketers to achieve successful communication with fashion-conscious and materialistic young Egyptian consumers. The aim is to develop strategies that are consistent with consumers’ values and communicate appeals to their aspirational lifestyle. Originality/value This paper contributes to the limited number of the published manuscripts on the fashion clothing marketing sector in Egypt. There is a void in literature related the investigation of fashion clothing involvement in the developing countries. Accordingly, this paper fills this gap by examining the fashion clothing consumption behavior of young Egyptian students in Cairo University. To the best of the author’s knowledge, it is among the first to investigate the antecedents and motives related to fashion clothing involvement and its purchases among young consumers in the Egyptian context. The paper develops a comprehensive model of fashion clothing involvement to highlight the relationships between fashion involvement and Fashion consciousness, materialism, and fashion clothing purchase-involvement. The paper also contributes to the research by exploring materialism as a mediator between fashion consciousness and fashion involvement constructs, in addition to exploring the gender role as a moderator between all constructs of the study. The study makes theoretical contribution to the body of knowledge around young Egyptian consumers’ fashion clothing involvement and purchase behavior toward luxury fashion clothes, which may be extended to other similar Arab non-Western developing countries. Moreover, it offers managerial insights for establishing effective communications with this potentially lucrative market segment.

Exploring the Motives for Online Fashion Renting: Insights from Social Retailing to Sustainability

Despite the exponential growth of collaborative consumption practices, online fashion renting, an important type of collaborative fashion consumption, is still underexplored. Drawing on the theories of Reasoned Action (TRA) and Innovation Diffusion, we developed a holistic research framework to explore the motives for online fashion renting. By analyzing a total of 300 usable responses collected by a research market company using structure equation modeling (SEM), we found that attitudes and subjective norms positively influenced consumers’ intentions to engage with online fashion rental services. Moreover, we found that environmental awareness also had a significant influence on attitudes toward fashion renting through online platforms, and that relative advantage, amplified by personal innovativeness and fashion consciousness, also positively influenced consumers’ attitudes toward online fashion renting. Interestingly, price consciousness did not contribute to relative advantage.