Apparel acquisition: why more is less?

Weng Marc Lim, Ding Hooi Ting, Wei Yi Wong and Pei Theng Khoo
Additional contact information
Weng Marc Lim: Monash University Jalan Lagoon Selatan
Ding Hooi Ting: Monash University Jalan Lagoon Selatan
Wei Yi Wong: Monash University Jalan Lagoon Selatan
Pei Theng Khoo: Monash University Jalan Lagoon Selatan

Management & Marketing, 2012, vol. 7, issue 3

Abstract: In recent years, issues of responsible consumption and environmental sustainability have received increased attention in the literature. Many scholars in the apparel scholarship have researched for solutions to promote responsible consumption of apparels in consumers. Despite the promotion of responsible consumption of apparels by various scholars and marketers, observations show that consumers remain upbeat in apparel acquisition and are continuously buying apparels in large quantities and frequencies, which may seem that most consumers are purchasing more than what they actually need. Other areas of marketing and consumer behaviour have showed that consumers are in fact aware about the importance of responsible consumption and environmental sustainability, and thus, there may be some hidden rationales for consumer on-going rise in purchase and consumption of apparels. This study, therefore, attempts to fill in this gap by extending knowledge in the current scholarship by exploring for the underlying reasons for consumer apparel acquisitions. The study is exploratory in nature and employs a qualitative research approach using indepth interviews as a method of data collection. Findings from the study suggest that consumers acquire apparels due to peer pressure, selfidentity, job requirement, price and convenience, and retailer’s influence. Notably, consumers see it to be more beneficial to consume more apparel to avoid lesser disappointments in relation to personal and societal expectations. Implications and recommendations from research findings are also presented.

Keywords: Apparel acquisition; more is less; consumer behaviour. (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.managementmarketing.ro/pdf/articole/276.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eph:journl:v:7:y:2012:i:3:n:4

Access Statistics for this article

Management & Marketing is currently edited by Constantin Bratianu

More articles in Management & Marketing from Economic Publishing House
Bibliographic data for series maintained by Simona Vasilache ().