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Influence of Self-Monitoring and Materialism on Fashion Clothing Involvement

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  • Hatice Aydin

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.

Suggested Citation

  • Hatice Aydin, 2017. "Influence of Self-Monitoring and Materialism on Fashion Clothing Involvement," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(2), pages 274-294, February.
    • Handle: RePEc:hur:ijarbs:v:7:y:2017:i:2:p:274-294
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    References listed on IDEAS

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    4. Hourigan, Sally Rebecca & Bougoure, Ursula-Sigrid, 2012. "Towards a better understanding of fashion clothing involvement," Australasian marketing journal, Elsevier, vol. 20(2), pages 127-135.
    5. Lisa Ryan & Suzanne Dziurawiec, 2001. "Materialism and Its Relationship to Life Satisfaction," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 55(2), pages 185-197, August.
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