IDEAS home Printed from https://ideas.repec.org/a/sae/fbbsrw/v13y2024i3p318-330.html
   My bibliography  Save this article

Expressing Your Personality Through Apparels: Role of Fashion Involvement and Innovativeness in Purchase Intention

Author

Listed:
  • Jasmandeep Kaur
  • Priyanka Malik
  • Surabhi Singh

Abstract

The study was conducted to identify the role of consumer personality in influencing fashion consumption; the study tries to establish a relationship between personality, fashion involvement, innovativeness, and purchase intention. Data were collected from 512 generation Z participants (born after 1997) and analysed using Structural Equation Modelling to demonstrate multivariate relationships using descriptive and causal research. The study concludes that a consumer’s personality positively correlates with fashion involvement. The present study strengthens the finding that apparel expresses an individual’s personality by stating that consumers’ personalities are positively associated with fashion innovativeness. Once personality leads to a positive association with fashion involvement and innovation, the latter two traits show a positive association with purchase intention. Among the innovativeness and involvement, the latter has a more influential role in shaping the customer’s purchase intention. The examination of the effect of consumer personality on fashion consumption-related variables, involvement, and innovativeness has contributed to a better understanding of the mechanism that underlies the operation of an individual purchasing a product.

Suggested Citation

  • Jasmandeep Kaur & Priyanka Malik & Surabhi Singh, 2024. "Expressing Your Personality Through Apparels: Role of Fashion Involvement and Innovativeness in Purchase Intention," FIIB Business Review, , vol. 13(3), pages 318-330, May.
    • Handle: RePEc:sae:fbbsrw:v:13:y:2024:i:3:p:318-330
    DOI: 10.1177/23197145221130653
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/23197145221130653
    Download Restriction: no
    File URL: https://libkey.io/10.1177/23197145221130653?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Mumtaz Reina Mendonca, 2016. "Relating Big Five Factor Model to the Acceptance and Use of On-line Shopping," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 89-98, June.
    2. Rahul Dhiman & Pawan Kumar Chand & Sahil Gupta, 2018. "Behavioural Aspects Influencing Decision to Purchase Apparels amongst Young Indian Consumers," FIIB Business Review, , vol. 7(3), pages 188-200, September.
    3. Evrard, Yves & Aurier, Philippe, 1996. "Identification and validation of the components of the person-object relationship," Journal of Business Research, Elsevier, vol. 37(2), pages 127-134, October.
    4. Shalini Sahni & Shyama Kumari & Prachi Pachaury, 2021. "Building Emotional Resilience with Big Five Personality Model Against COVID-19 Pandemic," FIIB Business Review, , vol. 10(1), pages 39-51, March.
    5. Sabina Lissitsa & Ofrit Kol, 2021. "Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention," Electronic Commerce Research, Springer, vol. 21(2), pages 545-570, June.
    6. Dahana, Wirawan Dony & Miwa, Yukihiro & Morisada, Makoto, 2019. "Linking lifestyle to customer lifetime value: An exploratory study in an online fashion retail market," Journal of Business Research, Elsevier, vol. 99(C), pages 319-331.
    7. Busic-Sontic, Ante & Czap, Natalia V. & Fuerst, Franz, 2017. "The role of personality traits in green decision-making," Journal of Economic Psychology, Elsevier, vol. 62(C), pages 313-328.
    8. Meng, Keira Shuyang & Leung, Louis, 2021. "Factors influencing TikTok engagement behaviors in China: An examination of gratifications sought, narcissism, and the Big Five personality traits," Telecommunications Policy, Elsevier, vol. 45(7).
    9. Emmanuel Sirimal Silva & Hossein Hassani & Dag Øivind Madsen & Liz Gee, 2019. "Googling Fashion: Forecasting Fashion Consumer Behaviour Using Google Trends," Social Sciences, MDPI, vol. 8(4), pages 1-23, April.
    10. Ritika Gugnani & Anuja Choudhary, 2017. "Web Shopping Adoption by Female Web Browsers for Apparel Shopping in India," FIIB Business Review, , vol. 6(4), pages 48-59, October.
    11. Priporas, Constantinos-Vasilios & Stylos, Nikolaos & Kamenidou, Irene (Eirini), 2020. "City image, city brand personality and generation Z residents' life satisfaction under economic crisis: Predictors of city-related social media engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 453-463.
    12. Jean-Noël Kapferer & Gilles Laurent, 1985. "Consumer Involvement Profiles: A New and Practical Approach to Consumer Involvement," Post-Print hal-00786782, HAL.
    13. Ivan-Damir Anić & Mirela Mihić & Ivana Kursan Milaković, 2018. "Antecedents and outcomes of fashion innovativeness in retailing," The Service Industries Journal, Taylor & Francis Journals, vol. 38(9-10), pages 543-560, July.
    14. Farrah Zeba & Shirshendu Ganguli, 2019. "Novelty seeking as driving factor for fashion apparel innovators: A qualitative investigation," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 10(3), pages 246-266, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    2. Alderotti, Giammarco & Rapallini, Chiara & Traverso, Silvio, 2023. "The Big Five personality traits and earnings: A meta-analysis," Journal of Economic Psychology, Elsevier, vol. 94(C).
    3. Geri Skenderi & Christian Joppi & Matteo Denitto & Marco Cristani, 2024. "Well googled is half done: Multimodal forecasting of new fashion product sales with image‐based google trends," Journal of Forecasting, John Wiley & Sons, Ltd., vol. 43(6), pages 1982-1997, September.
    4. Miranda, Sandra & Trigo, Inês & Rodrigues, Ricardo & Duarte, Margarida, 2023. "Addiction to social networking sites: Motivations, flow, and sense of belonging at the root of addiction," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    5. Heleen Dreyer & Nadine Sonnenberg & Daleen Van der Merwe, 2022. "Transcending Linearity in Understanding Green Consumer Behaviour: A Social–Cognitive Framework for Behaviour Changes in an Emerging Economy Context," Sustainability, MDPI, vol. 14(22), pages 1-27, November.
    6. Chang, Hsin Hsin & Wong, Kit Hong & Shen, Yi An, 2022. "Effects of the consumer socialization process on content sharing on SNSs: Social comparison and anticipated emotions as moderators," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    7. Morone, Andrea & Nemore, Francesco & Schirone, Dario Antonio, 2018. "Sales impact of servicescape's rational stimuli: A natural experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 256-262.
    8. Bosul Yoo & Sotaro Katsumata & Takeyasu Ichikohji, 2017. "The Impact of Customer Orientation on Quantity and Quality of User-Generated Content: A Multi-Country Case Study of Mobile Applications," Discussion Papers in Economics and Business 17-12, Osaka University, Graduate School of Economics.
    9. Athanasios KARAGIOUMLEZIS & George SPAIS, 2024. "Validating a Proposed Model on the Factors that Influence Consumers' Unique Phygital and Memorable Shopping Experiences in Phygital Retail Outlets," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(2), pages 51-72, June.
    10. Qian-Cheng Wang & Yi-Xuan Wang & Izzy Yi Jian & Hsi-Hsien Wei & Xuan Liu & Yao-Tian Ma, 2020. "Exploring the “Energy-Saving Personality Traits” in the Office and Household Situation: An Empirical Study," Energies, MDPI, vol. 13(14), pages 1-17, July.
    11. Shen, Meng & Li, Xiang & Lu, Yujie & Cui, Qingbin & Wei, Yi-Ming, 2021. "Personality-based normative feedback intervention for energy conservation," Energy Economics, Elsevier, vol. 104(C).
    12. González-Benito, Óscar & Martos-Partal, Mercedes, 2012. "Role of Retailer Positioning and Product Category on the Relationship Between Store Brand Consumption and Store Loyalty," Journal of Retailing, Elsevier, vol. 88(2), pages 236-249.
    13. Jonathan Luffarelli & Sebastiano A. Delre & Polina Landgraf, 2023. "How has the effect of brand personality on customer-based brand equity changed over time? Longitudinal evidence from a panel data set spanning 18 years," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 598-616, May.
    14. Halkos, George & Gkargkavouzi, Anastasia, 2024. "Personality traits and associations with pro-environmental and economically-relevant behaviors: A brief overview of research evidence," MPRA Paper 119775, University Library of Munich, Germany.
    15. Vaishali Hemant Pardeshi & Vandana Khanna, 2021. "Factors influencing online apparel shopping orientation among women in Mumbai," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 11(1), pages 163-174, December.
    16. Pieters, R. & Warlop, L., 1998. "Visual Attention During Brand Choice : The Impact of Time Pressure and Task Motivation," Discussion Paper 1998-69, Tilburg University, Center for Economic Research.
    17. Rosa Angela Fabio & Stella Maria Iaconis, 2024. "The Role of Critical Thinking in Mitigating Social Network Addiction: A Study of TikTok and Instagram Users," IJERPH, MDPI, vol. 21(10), pages 1-12, September.
    18. G. Vries & M. Rietkerk & R. Kooger, 2020. "The Hassle Factor as a Psychological Barrier to a Green Home," Journal of Consumer Policy, Springer, vol. 43(2), pages 345-352, June.
    19. Pragati Hemrajani & Rajni & Rahul Dhiman, 2024. "Retail Investors’ Financial Risk Tolerance and Risk-taking Behaviour: The Role of Psychological Factors," FIIB Business Review, , vol. 13(1), pages 87-105, January.
    20. Oliver Schaer & Nikolaos Kourentzes & Robert Fildes, 2022. "Predictive competitive intelligence with prerelease online search traffic," Production and Operations Management, Production and Operations Management Society, vol. 31(10), pages 3823-3839, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:fbbsrw:v:13:y:2024:i:3:p:318-330. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.