How Fashionable Are We? Validating the Fashion Interest Scale through Multivariate Statistics

Sabine Weber and Olaf Weber
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Sabine Weber: School of Fashion, Seneca College, Toronto, ON M2J 2X5, Canada
Olaf Weber: School of Environment, Enterprise and Development (SEED), University of Waterloo, Waterloo, ON N2L 3G1, Canada

Sustainability, 2022, vol. 14, issue 4, 1-19

Abstract: A person’s fashion interest describes how familiar a person is with fashion. There are major differences among consumers in terms of fashion interest that can be used as a segmentation criterion for markets. Understanding the drivers of clothing consumption can be used to develop strategies to address consumption habits, including overconsumption. Consequently, many studies have developed questionnaires and interview guidelines to define fashion interest or other fashion-related attitudes and behaviors. However, there is a gap in research about validating fashion scales. This study validates a fashion interest scale by comparing a random sample with a control group of fashion students, demonstrating differentiation between groups. We used principal component analysis (PCA) to explore the scale’s homogeneity and t -tests and analysis of variance (ANOVA) to validate the scale. The results suggest that the scale is homogeneous and has high validity. We conclude that the scale can be used as a tool to segment markets to gain faster and higher quality data and as a benchmark for other studies.

Keywords: fashion; clothes; market segmentation; fashion interest scale; shopping behavior; fashion orientation; fashion involvement; attitude and behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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