Modelling fashion clothing involvement among gay consumers in South Africa
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Date
Authors
Madinga, Nkosivile Welcome
Maziriri, Eugine Tafadzwa
Dondolo, Bongazana Hilda
Chuchu, Tinashe
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor and Francis
Abstract
This study examines fashion clothing involvement among gay men, who are an emerging segment in the fashion industry. Data was gathered via an online self-administered survey, resulting in 150 responses. SEM using the Smart PLS software, version 3, was used to test the hypotheses. The findings uncovered that fashion consciousness and consumer conformity significantly influence fashion clothing involvement, while social comparison, purchase involvement and social consciousness insignificantly influence fashion clothing involvement. In addition, the results revealed that fashion clothing involvement influences both consumer confidence and fashion opinion leadership. Fashion clothing involvement proved to be a positive and a significant mediator between fashion consciousness, social comparison, consumer conformity, purchase involvement, social consciousness, consumer confidence and fashion opinion leadership. This study stands to add new knowledge to the present body of fashion clothing involvement and consumer behaviour literature in Africa—a context that is often ignored by academics in developing countries.
Description
Keywords
Fashion clothing involvement, Fashion consciousness, Gay men, Fashion opinion leadership
Sustainable Development Goals
Citation
Nkosivile Welcome Madinga, Eugine Tafadzwa Maziriri, Bongazana Hilda Dondolo & Tinashe Chuchu | (2020) Modelling fashion clothing involvement among gay consumers in South Africa, Cogent Social Sciences, 6:1, 1760415, https://doi.org/10.1080/23311886.2020.1760415.