Influence of Self-Monitoring and Materialism on Fashion Clothing Involvement

Hatice Aydin

International Journal of Academic Research in Business and Social Sciences, 2017, vol. 7, issue 2, 274-294

Abstract: Being a principal component of consumption decisions, fashion has social and cultural importance for people. Women, who are the most powerful consumers in the world, make up the largest and fastest-growing market and are an interesting group of consumers to marketers. Previous studies suggest that self-monitoring and materialism are influential on fashion clothing involvement of women. Female consumers involved in fashion are considered to drive the fashion adoption process. This study was conducted by administering a questionnaire to nonworking female consumers interested in fashion. Research data were obtained via face-to-face survey. While self-monitoring and materialism were taken as antecedents, fashion clothing involvement was taken as the outcome of the research model. The results point to a significant positive effect of materialism and self-monitoring on fashion involvement. They also show that there is a positive relationship between self-monitoring and materialism.

Keywords: Materialism; Self-monitoring; Fashion Product Involvement; Fashion Product Purchase Involvement (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:7:y:2017:i:2:p:274-294

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