Abstract/Description
Purpose – Purpose of the study is to investigate the relationship between self-construal and ethically minded consumer behavior in the purchase of apparel.
Study Design/Methodology/Approach – The research employs a quantitative approach. Survey responses were received from 163 participants. This is a work-in-progress paper; once 300 responses are received, Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) will be done to validate the hypothesis.
Findings – Exploratory Factor Analysis (EFA) was done through principal component analysis with varimax rotation. KMO = 0.863; Bartlett's Test p < 0.001, which shows sample adequacy and suitability for factor analysis. All communalities were above 0.50, and five factors accounted for 63.41% variance, which indicates a strong and meaningful factor structure.
Research Limitations/Implications – This is a work-in-progress study; hence only Exploratory Factor Analysis is done.
Practical Implications – Findings from this study can be used to make marketing strategies for ethically minded consumers, while taking into account self-construal, attitude, and social norms.
Social Implications – By identifying the psychological drivers of ethical buying behavior, this study can help guide sustainable consumption patterns in the apparel industry.
Keywords
Self-Construal, Ethically minded Consumer, Apparel, Attitude, Social Norms
Track
Marketing
Session Number/Theme
Marketing - Session I
Session Chair
Dr. Jawaid A. Qureshi
Start Date/Time
14-6-2025 10:55 AM
End Date/Time
14-6-2025 12:35 PM
Location
MCC -13 Ground Floor, AMAN CED Building
Recommended Citation
Shahid, F. (2025). Impact of Self-Construal on Ethically Minded Consumer Behavior in the Purchase of Apparel. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/85
Impact of Self-Construal on Ethically Minded Consumer Behavior in the Purchase of Apparel
MCC -13 Ground Floor, AMAN CED Building
Purpose – Purpose of the study is to investigate the relationship between self-construal and ethically minded consumer behavior in the purchase of apparel.
Study Design/Methodology/Approach – The research employs a quantitative approach. Survey responses were received from 163 participants. This is a work-in-progress paper; once 300 responses are received, Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) will be done to validate the hypothesis.
Findings – Exploratory Factor Analysis (EFA) was done through principal component analysis with varimax rotation. KMO = 0.863; Bartlett's Test p < 0.001, which shows sample adequacy and suitability for factor analysis. All communalities were above 0.50, and five factors accounted for 63.41% variance, which indicates a strong and meaningful factor structure.
Research Limitations/Implications – This is a work-in-progress study; hence only Exploratory Factor Analysis is done.
Practical Implications – Findings from this study can be used to make marketing strategies for ethically minded consumers, while taking into account self-construal, attitude, and social norms.
Social Implications – By identifying the psychological drivers of ethical buying behavior, this study can help guide sustainable consumption patterns in the apparel industry.
