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.
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. ISBN: 0473082063