What determines the importance of fashion attributes in the purchase of clothing? The present study attempts to answer one question. Can values, demographics, and personality traits be combined in one model to predict the importance of fashion attributes to consumers? It explores a framework that proceeds from demographics (age and gender) and social values to role relaxation to conformity to the importance of fashion attributes. Data were collected in a survey of Israeli consumers. We find that while social values affect role relaxation in the complete sample, the effect holds for males but not females. Similarly, age affects conformity for females, but not for males or for the complete sample. In contrast, role relaxation affects conformity for the complete sample and for the gender-split sub-samples. Finally, only the normative component of conformity affects the importance of fashion attributes in buying clothes for males, females, and the complete sample. The research and managerial implications of these findings are discussed.
- Fashion attributes
- Gender role
ASJC Scopus subject areas
- Management Information Systems