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Antecedents and Consequences of Fashion Consciousness: An Empirical Study in Hong Kong

Antecedents and Consequences of Fashion Consciousness: An Empirical Study in Hong Kong Over the years, it has been without doubt that appearance consciousness is the privilege of women. In the past two decades, gender has become equivocal due to the diffusion of sexual boundaries. This has induced changes in male consciousness on fashion. However, there has been limited research that investigates the antecedents and consequences of fashion consciousness. This research aims to explore the potential factors that influence fashion consciousness and their impacts on the buying intention and behavior of men. We have conducted an empirical study on Generation Y male fashion consumers in Hong Kong. Our findings show that advancement of information technology, self-identity ambiguity, changing work practices of men, and media influence are four key factors that affect male fashion consciousness. Our results also reveal that fashion consciousness has a positive impact on the buying intention and behaviors of men. We recommend that fashion retailers allocate organizational resources on advertising and promotions to attract the interest of men towards their products http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Research Journal of Textile and Apparel Emerald Publishing

Antecedents and Consequences of Fashion Consciousness: An Empirical Study in Hong Kong

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1560-6074
DOI
10.1108/RJTA-18-04-2014-B007
Publisher site
See Article on Publisher Site

Abstract

Over the years, it has been without doubt that appearance consciousness is the privilege of women. In the past two decades, gender has become equivocal due to the diffusion of sexual boundaries. This has induced changes in male consciousness on fashion. However, there has been limited research that investigates the antecedents and consequences of fashion consciousness. This research aims to explore the potential factors that influence fashion consciousness and their impacts on the buying intention and behavior of men. We have conducted an empirical study on Generation Y male fashion consumers in Hong Kong. Our findings show that advancement of information technology, self-identity ambiguity, changing work practices of men, and media influence are four key factors that affect male fashion consciousness. Our results also reveal that fashion consciousness has a positive impact on the buying intention and behaviors of men. We recommend that fashion retailers allocate organizational resources on advertising and promotions to attract the interest of men towards their products

Journal

Research Journal of Textile and ApparelEmerald Publishing

Published: Nov 1, 2014

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