Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis

Abstract

Purpose The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in with their peers or to articulate self-identity and conform to the society. This trend has become a fashion dilemma and the purpose of this paper is to leverage on this matter by investigating the factors influencing the Gen-Y consumers’ attitude and purchase intention towards fashion apparel. Design/methodology/approach A sample of 250 respondents is used to assess the measurement and structural models, by applying a partial least squares-structural equation modelling (PLS-SEM) approach. Findings The results indicate that brand and self-identity are the factors that most shape Gen-Y consumers’ attitudes towards fashion apparel. Furthermore, brand, style, price, and social identity are the most influential factors of Gen-Y consumers’ purchase intention for fashion apparels. The findings also show that style, price, country of origin, and social identity are not relevant to Gen-Y consumers’ attitudes towards fashion apparel, and that country of origin and self-identity do not have any relationship with the Gen-Y consumers’ purchase intention. Originality/value This study is among the few attempts to investigate the Gen-Y consumers’ buying behaviour of fashion apparel based on the theory of planned behaviour, optimal distinctiveness theory, and social identity theory. PLS-multi-group analysis reveals that age, gender, and income are moderating variables of several proposed structural relationships.

Self-Identity and Social Identity as Drivers of Consumers’ Purchase Intention Towards Luxury Fashion Goods and Willingness to Pay Premium Price

“…Soh et al (2017) investigated luxury fashion purchase behaviour by conducting a survey on 384 generation-Y consumers and proved that the need for uniqueness is influencing the consumers' purchase intentions. Valae and Nikhashemi (2017) proved the significant relationship between self-identity and attitude. Moreover, the study by Khallouli and Gharbi (2013) stated that a person's belief about his/her ability to perform certain behaviour is shaped by the self-expression that would lead to form specific self-identity.…”

“…Social identity is important in commerce because business retailer would be able to predict how a consumer identifies with certain social groups in order to decide on suitable marketing strategies (Algesheimer, Dholakia, & Herrmann, 2005). Social identity has proved to be significant in understanding varied consumer behaviours in luxury fashion (Khare, 2014;Valae & Nikhashemi, 2017).…”

“…Stryker (1987) developed the concept where everyone has different expectations of his behaviour that is related to his images or identities within the society (Simon, 1992). Selfidentity has proven to be significant in understanding varied consumer behaviours in luxury fashion (Soh et al, 2017;Valae & Nikhashemi, 2017).…”

Investigating causes and consequences of purchase intention of luxury fashion

“…The correlation between self-identity and consumers' purchase intention regarding organic cotton apparel was examined and demonstrated by Hustvedt and Dickson (2008). In their study on fashion buying behaviour among generation, Valae and Nikhashemi (2017) proved a considerable correlation between self-identity and purchase intention. The outcome of self-identity on different constructs of TPB has been examined in numerous studies.…”

“…The outcome of self-identity on different constructs of TPB has been examined in numerous studies. Fashion reflects the personality and behaviour of an individual (Valae & Nikhashemi, 2017). Consumers buy luxury fashion products to have in their possession an item of a symbolic value that relates to their identity (Michaelidou & Dibb, 2006).…”