Fashion clothing consumption: antecedents and consequences of fashion clothing involvement

TLDR

Fashion clothing has long been a focus of consumer research. The study investigates how materialism and self‑image/product‑image congruency affect fashion clothing involvement, and how that involvement relates to purchase decision involvement, subjective fashion knowledge, and consumer confidence. Data were collected via a self‑completed mail survey yielding 478 responses. Results show that materialism, gender, and age significantly influence fashion clothing involvement, which in turn enhances fashion knowledge and subsequently boosts consumer confidence in purchase decisions.

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.