IDEAS home Printed from
   My bibliography  Save this article

Apparel acquisition: why more is less?


  • Weng Marc LIM

    (Monash University Jalan Lagoon Selatan)

  • Ding Hooi TING

    (Monash University Jalan Lagoon Selatan)

  • Wei Yi WONG

    (Monash University Jalan Lagoon Selatan)

  • Pei Theng KHOO

    (Monash University Jalan Lagoon Selatan)


In recent years, issues of responsible consumption and environmental sustainability have received increased attention in the literature. Many scholars in the apparel scholarship have researched for solutions to promote responsible consumption of apparels in consumers. Despite the promotion of responsible consumption of apparels by various scholars and marketers, observations show that consumers remain upbeat in apparel acquisition and are continuously buying apparels in large quantities and frequencies, which may seem that most consumers are purchasing more than what they actually need. Other areas of marketing and consumer behaviour have showed that consumers are in fact aware about the importance of responsible consumption and environmental sustainability, and thus, there may be some hidden rationales for consumer on-going rise in purchase and consumption of apparels. This study, therefore, attempts to fill in this gap by extending knowledge in the current scholarship by exploring for the underlying reasons for consumer apparel acquisitions. The study is exploratory in nature and employs a qualitative research approach using indepth interviews as a method of data collection. Findings from the study suggest that consumers acquire apparels due to peer pressure, selfidentity, job requirement, price and convenience, and retailer’s influence. Notably, consumers see it to be more beneficial to consume more apparel to avoid lesser disappointments in relation to personal and societal expectations. Implications and recommendations from research findings are also presented.

Suggested Citation

  • Weng Marc LIM & Ding Hooi TING & Wei Yi WONG & Pei Theng KHOO, 2012. "Apparel acquisition: why more is less?," Management & Marketing, Economic Publishing House, vol. 7(3), Autumn.
  • Handle: RePEc:eph:journl:v:7:y:2012:i:3:n:4

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Webster, Frederick E, Jr, 1975. " Determining the Characteristics of the Socially Conscious Consumer," Journal of Consumer Research, Oxford University Press, vol. 2(3), pages 188-196, December.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Pranav Kumar & Sany Sanuri Mohd. Mokhtar, 2016. "Ethical Marketing Practices viewed through Consumer Spectacles," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(1), pages 29-45.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:7:y:2012:i:3:n:4. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.