Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis
Purpose The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in with their peers or to articulate self-identity and conform to the society. This trend has become a fashion dilem...
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| Format: | Article |
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Emerald
2017
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| Online Access: | http://eprints.sunway.edu.my/665/ |
| _version_ | 1848801873127014400 |
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| author | Valaei, Naser * Nikhashemi, Seyedrajab * |
| author_facet | Valaei, Naser * Nikhashemi, Seyedrajab * |
| author_sort | Valaei, Naser * |
| building | SU Institutional Repository |
| collection | Online Access |
| description | Purpose
The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in with their peers or to articulate self-identity and conform to the society. This trend has become a fashion dilemma and the purpose of this paper is to leverage on this matter by investigating the factors influencing the Gen-Y consumers’ attitude and purchase intention towards fashion apparel.
Design/methodology/approach
A sample of 250 respondents is used to assess the measurement and structural models, by applying a partial least squares-structural equation modelling (PLS-SEM) approach.
Findings
The results indicate that brand and self-identity are the factors that most shape Gen-Y consumers’ attitudes towards fashion apparel. Furthermore, brand, style, price, and social identity are the most influential factors of Gen-Y consumers’ purchase intention for fashion apparels. The findings also show that style, price, country of origin, and social identity are not relevant to Gen-Y consumers’ attitudes towards fashion apparel, and that country of origin and self-identity do not have any relationship with the Gen-Y consumers’ purchase intention.
Originality/value
This study is among the few attempts to investigate the Gen-Y consumers’ buying behaviour of fashion apparel based on the theory of planned behaviour, optimal distinctiveness theory, and social identity theory. PLS-multi-group analysis reveals that age, gender, and income are moderating variables of several proposed structural relationships. |
| first_indexed | 2025-11-14T21:14:22Z |
| format | Article |
| id | sunway-665 |
| institution | Sunway University |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:14:22Z |
| publishDate | 2017 |
| publisher | Emerald |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-6652019-07-03T09:19:19Z http://eprints.sunway.edu.my/665/ Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis Valaei, Naser * Nikhashemi, Seyedrajab * QD Chemistry Purpose The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in with their peers or to articulate self-identity and conform to the society. This trend has become a fashion dilemma and the purpose of this paper is to leverage on this matter by investigating the factors influencing the Gen-Y consumers’ attitude and purchase intention towards fashion apparel. Design/methodology/approach A sample of 250 respondents is used to assess the measurement and structural models, by applying a partial least squares-structural equation modelling (PLS-SEM) approach. Findings The results indicate that brand and self-identity are the factors that most shape Gen-Y consumers’ attitudes towards fashion apparel. Furthermore, brand, style, price, and social identity are the most influential factors of Gen-Y consumers’ purchase intention for fashion apparels. The findings also show that style, price, country of origin, and social identity are not relevant to Gen-Y consumers’ attitudes towards fashion apparel, and that country of origin and self-identity do not have any relationship with the Gen-Y consumers’ purchase intention. Originality/value This study is among the few attempts to investigate the Gen-Y consumers’ buying behaviour of fashion apparel based on the theory of planned behaviour, optimal distinctiveness theory, and social identity theory. PLS-multi-group analysis reveals that age, gender, and income are moderating variables of several proposed structural relationships. Emerald 2017 Article PeerReviewed Valaei, Naser * and Nikhashemi, Seyedrajab * (2017) Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis. Journal of Fashion Marketing and Management: An International Journal, 21 (4). pp. 523-543. ISSN 1361-2026 http://dx.doi.org/10.1108/JFMM-01-2017-0002 doi:10.1108/JFMM-01-2017-0002 |
| spellingShingle | QD Chemistry Valaei, Naser * Nikhashemi, Seyedrajab * Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis |
| title | Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis |
| title_full | Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis |
| title_fullStr | Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis |
| title_full_unstemmed | Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis |
| title_short | Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis |
| title_sort | generation y consumers’ buying behaviour in fashion apparel industry: a moderation analysis |
| topic | QD Chemistry |
| url | http://eprints.sunway.edu.my/665/ http://eprints.sunway.edu.my/665/ http://eprints.sunway.edu.my/665/ |