Fashion clothing consumption: studying the effects of materialistic values, self-image/product-image congruency relationships, gender and age on fashion clothing involvement
Abstract
Over many years fashion clothing has been an area of interest to many consumer researchers. This study examines the effect of age, gender, materialism and self-image product-image congruency on consumers involvement in fashion clothing. Data were gathered via a mail survey of 450 respondents. The results indicate that fashion clothing involvement is significantly affected by a consumers age, gender, degree of materialism and degree perceived person-product image congruency.
Suggested Citation
O'Cass, A & Julian, CC 2001, 'Fashion clothing consumption: studying the effects of materialistic values, self-image/product-image congruency relationships, gender and age on fashion clothing involvement', in S Chetty & B Collins (eds), Bridging Marketing Theory and Practice: Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Auckland, New Zealand, 1-5 December, Massey University Press, Auckland, New Zealand.