Parallel Session: Antecedents to fashion clothing purchase involvement: the mediating role of fashion clothing involvement
Abstract/Description
The study examines the influence of materialism and fashion clothing involvement on Malaysian youth’s fashion clothing purchase involvement. The Richin’s materialism scale as well as the product and purchase involvement scales developed by O’Cass were employed to understand the behaviour of Malaysian youth towards fashion clothing. The sample (n = 281) comprised of university students from different parts of Malaysia. The result shows that malaysian youth do not possess a high level of materialistic tendencies. The study found that materialism and fashion clothing involvement positively influence fashion clothing purchase involvement whereas religiosity negatively influence fashion clothing purchase involvement. This study offers enormous opportunities for the international apparel marketers to formulate relevant business policies and strategies.
Session Theme
Parallel Session-Track: Consumer Behavior
Session Type
Event
Session Chair
Dr. Amira Khattak
Start Date
20-12-2016 2:30 PM
End Date
20-12-2016 3:00 PM
Recommended Citation
Rahman, M., Albaity, M., Isa, C. R., & Azma, N. (2016). Parallel Session: Antecedents to fashion clothing purchase involvement: the mediating role of fashion clothing involvement. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2016/day2/15
Parallel Session: Antecedents to fashion clothing purchase involvement: the mediating role of fashion clothing involvement
The study examines the influence of materialism and fashion clothing involvement on Malaysian youth’s fashion clothing purchase involvement. The Richin’s materialism scale as well as the product and purchase involvement scales developed by O’Cass were employed to understand the behaviour of Malaysian youth towards fashion clothing. The sample (n = 281) comprised of university students from different parts of Malaysia. The result shows that malaysian youth do not possess a high level of materialistic tendencies. The study found that materialism and fashion clothing involvement positively influence fashion clothing purchase involvement whereas religiosity negatively influence fashion clothing purchase involvement. This study offers enormous opportunities for the international apparel marketers to formulate relevant business policies and strategies.
