Modelling fashion clothing involvement among gay consumers in South Africa

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dc.contributor.author Madinga, Nkosivile Welcome
dc.contributor.author Maziriri, Eugine Tafadzwa
dc.contributor.author Dondolo, Bongazana Hilda
dc.contributor.author Chuchu, Tinashe
dc.date.accessioned 2020-05-28T07:07:43Z
dc.date.available 2020-05-28T07:07:43Z
dc.date.issued 2020
dc.description.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. en_ZA
dc.description.department Marketing Management en_ZA
dc.description.librarian hj2020 en_ZA
dc.description.uri https://www.tandfonline.com/loi/oass20 en_ZA
dc.identifier.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. en_ZA
dc.identifier.issn 2331-1886 (online)
dc.identifier.other 10.1080/23311886.2020.1760415
dc.identifier.uri http://hdl.handle.net/2263/74765
dc.language.iso en en_ZA
dc.publisher Taylor and Francis en_ZA
dc.rights © 2020 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license. en_ZA
dc.subject Fashion clothing involvement en_ZA
dc.subject Fashion consciousness en_ZA
dc.subject Gay men en_ZA
dc.subject Fashion opinion leadership en_ZA
dc.title Modelling fashion clothing involvement among gay consumers in South Africa en_ZA
dc.type Article en_ZA


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