Attitudinal Versus Normative Influence in the Purchase of Brand‐Name Casual Apparel

Abstract

The Fishbein behavioral intention model, which comprises attitudinal (personal) and normative (interpersonal) components of behavior, was used to predict behavioral (purchase) intention of brand‐name casual apparel. The objective was to identify the relative importance of the attitudinal component versus the normative component as a determinant of behavioral intention. The sample consisted of 142 college students (87 men, 55 women). Multiple regression analysis showed that the attitudinal component and the normative component were statistically significant predictors of behavioral intentions; however, the attitudinal component played a more important role than the normative component. Moreover, structural aspects of the attitudinal component were examined using factor analysis. The attitudinal component was categorized into two dimensions: aesthetic andfunctional. Recommendations and implications were made for manufacturers and retailers, suggesting possible marketing strategies.