Using social practice theory to attitudes towards fashion clothing purchasing behaviour among young adult consumers in emerging markets

Abraham Yeboah (), Ofosu Agyekum (), Vida Owusu-Prempeh () and Ebenezer Kwame Addae ()
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Abraham Yeboah: Sunyani Technical University
Ofosu Agyekum: University of Professional Studies
Vida Owusu-Prempeh: Sunyani Technical University
Ebenezer Kwame Addae: University of Professional Studies

Italian Journal of Marketing, 2025, vol. 2025, issue 2, No 5, 205-234

Abstract: Abstract By understanding the purchasing of fashion clothing, this paper analysed social practice theory to attitudes towards fashion clothing purchasing behaviour among young adults in emerging markets. This study mainly considered young adult consumers, as they are the most dynamic and discerning segment. The study employed a standardised Qualtrics online survey using university students’ platforms. After data screening, 351 valid questionnaires were obtained using the covariance-based structural equation modelling with AMOS v29. The social practice theory and the study variables in the direct relationship between peer influence, materialism value, self-gratification, social status, and fashion clothing purchasing behaviour were used. Also, a hedonistic lifestyle was used as a mediator. The results showed a significant relationship between materialism value, self-gratification, social status and fashion clothing purchasing behaviour, but not peer influence. With the indirect results, a hedonistic lifestyle was significant in the relationship between peer influence, materialism value, self-gratification, social status and fashion clothing purchasing behaviour. The current study is a pioneer that aided in understanding adult young consumers’ behaviour for fashion clothing purchasing in emerging markets.

Keywords: Social practice theory; Fashion clothing purchasing behaviour; Young adult consumers; Emerging markets (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s43039-025-00111-3

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