IDEAS home Printed from https://ideas.repec.org/a/spr/ijmark/v2025y2025i2d10.1007_s43039-025-00111-3.html
   My bibliography  Save this article

Using social practice theory to attitudes towards fashion clothing purchasing behaviour among young adult consumers in emerging markets

Author

Listed:
  • Abraham Yeboah

    (Sunyani Technical University)

  • Ofosu Agyekum

    (University of Professional Studies)

  • Vida Owusu-Prempeh

    (Sunyani Technical University)

  • Ebenezer Kwame Addae

    (University of Professional Studies)

Abstract

By understanding the purchasing of fashion clothing, this paper analysed social practice theory to attitudes towards fashion clothing purchasing behaviour among young adults in emerging markets. This study mainly considered young adult consumers, as they are the most dynamic and discerning segment. The study employed a standardised Qualtrics online survey using university students’ platforms. After data screening, 351 valid questionnaires were obtained using the covariance-based structural equation modelling with AMOS v29. The social practice theory and the study variables in the direct relationship between peer influence, materialism value, self-gratification, social status, and fashion clothing purchasing behaviour were used. Also, a hedonistic lifestyle was used as a mediator. The results showed a significant relationship between materialism value, self-gratification, social status and fashion clothing purchasing behaviour, but not peer influence. With the indirect results, a hedonistic lifestyle was significant in the relationship between peer influence, materialism value, self-gratification, social status and fashion clothing purchasing behaviour. The current study is a pioneer that aided in understanding adult young consumers’ behaviour for fashion clothing purchasing in emerging markets.

Suggested Citation

  • Abraham Yeboah & Ofosu Agyekum & Vida Owusu-Prempeh & Ebenezer Kwame Addae, 2025. "Using social practice theory to attitudes towards fashion clothing purchasing behaviour among young adult consumers in emerging markets," Italian Journal of Marketing, Springer, vol. 2025(2), pages 205-234, June.
    • Handle: RePEc:spr:ijmark:v:2025:y:2025:i:2:d:10.1007_s43039-025-00111-3
    DOI: 10.1007/s43039-025-00111-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s43039-025-00111-3
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s43039-025-00111-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Canan Saricam, 2023. "Analyzing the influence of store atmospherics on younger generation in apparel retail market with an extended S-O-R model," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 14(2), pages 143-156, April.
    2. Anika Stuppy & Nicole L Mead & Stijn M J Van Osselaer & JoAndrea Hoegg & Eileen Fischer & Kirmani Amna, 2020. "I Am, Therefore I Buy: Low Self-Esteem and the Pursuit of Self-Verifying Consumption [The Origins of Deference: When Do People Prefer Lower Status?]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 956-973.
    3. Marina Alexandra Gomes & Susana Marques & Álvaro Dias, 2022. "The impact of digital influencers’ characteristics on purchase intention of fashion products," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 13(3), pages 187-204, July.
    4. Das, Manish & Jebarajakirthy, Dr Charles, 2020. "Impact of acculturation to western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in the Asia-Pacific region," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    5. Cheng, Yimin & Zhang, Kuangjie & Zhuang, Xuhong, 2024. "Follow your heart or your mind: The effect of consumption frequency on consumers’ reliance on feelings," Journal of Business Research, Elsevier, vol. 175(C).
    6. Zhang, Lini & Zhao, Haidong, 2019. "Personal value vs. luxury value: What are Chinese luxury consumers shopping for when buying luxury fashion goods?," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 62-71.
    7. Zaza GIGAURI, 2024. "Marketing and social influence of fashion on clothing purchase behavior of consumers," Romanian Journal of Economics, Institute of National Economy, vol. 58(1(67)), pages 30-44, June.
    8. Sheetal Jain & Sita Mishra & Sandip Mukhopadhyay, 2021. "Critical success factors for luxury fashion brands in emerging markets: Insights from a qualitative study," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 12(1), pages 47-61, January.
    9. Kimberly S. Wolske & Kenneth T. Gillingham & P. Wesley Schultz, 2020. "Peer influence on household energy behaviours," Nature Energy, Nature, vol. 5(3), pages 202-212, March.
    10. Chuanlan Liu & Jeremy M. Bernardoni & Zhongjie Wang, 2023. "Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    11. Osei-Frimpong, Kofi & McLean, Graeme & Islam, Nazrul & Appiah Otoo, Brigid, 2022. "What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement," Journal of Business Research, Elsevier, vol. 146(C), pages 288-307.
    12. Heba Abdel Wahab & Naglaa Mohamed Diaa & Sahar Ahmed Nagaty, 2023. "Demographic characteristics and consumer decision-making styles: Do they impact fashion product involvement?," Cogent Business & Management, Taylor & Francis Journals, vol. 10(2), pages 2208430-220, December.
    13. Seung-Hee Lee & Jane E Workman, 2021. "Trendsetting and gender matter: Brand loyalty, perceived quality, and word-of-mouth," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 12(1), pages 16-31, January.
    14. Jebarajakirthy, Charles & Das, Manish, 2020. "How self-construal drives intention for status consumption: A moderated mediated mechanism," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    15. Dahana, Wirawan Dony & Miwa, Yukihiro & Morisada, Makoto, 2019. "Linking lifestyle to customer lifetime value: An exploratory study in an online fashion retail market," Journal of Business Research, Elsevier, vol. 99(C), pages 319-331.
    16. Minjung Park & Jayoung Koo & Do Yuon Kim, 2023. "Femvertising of luxury brands: Message concreteness, authenticity, and involvement," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 14(3), pages 243-262, July.
    17. Sheetal Jain & Sita Mishra, 2020. "Luxury fashion consumption in sharing economy: A study of Indian millennials," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 11(2), pages 171-189, April.
    18. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    19. Kastanakis, Minas N. & Balabanis, George, 2012. "Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior," Journal of Business Research, Elsevier, vol. 65(10), pages 1399-1407.
    20. Jennifer Huh & Claire Whang & Hye-Young Kim, 2023. "Building trust with voice assistants for apparel shopping: The effects of social role and user autonomy," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 14(1), pages 5-19, January.
    21. Ranaweera, Chatura & Jayawardhena, Chanaka, 2014. "Talk up or criticize? Customer responses to WOM about competitors during social interactions," Journal of Business Research, Elsevier, vol. 67(12), pages 2645-2656.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Jebarajakirthy, Charles & Das, Manish, 2021. "Uniqueness and luxury: A moderated mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    3. Das, Manish & Habib, Mohshin & Saha, Victor & Jebarajakirthy, Charles, 2021. "Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Fong, Cher-Min & Chang, Hsing-Hua Stella & Lin, Mong-Ching & Chen, I-Hung, 2022. "Reexamining emerging market animosity toward western developed countries: A social dilemma in physical retailing consumption under normative influence," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. R. Filieri & F. Acikgoz & D. Hao, 2023. "Electronic word-of-mouth from video bloggers: The role of content quality and source homophily across hedonic and utilitarian products," Post-Print hal-04713695, HAL.
    6. Millan, Elena & Reynolds, Jonathan, 2014. "Self-construals, symbolic and hedonic preferences, and actual purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 550-560.
    7. Osei-Frimpong, Kofi & McLean, Graeme & Wilson, Alan & Lemke, Fred, 2020. "Customer coproduction in healthcare service delivery: Examining the influencing effects of the social context," Journal of Business Research, Elsevier, vol. 120(C), pages 82-93.
    8. Lee, Zoe & Faridah Syed Alwi, Sharifah & Gambetti, Rossella, 2024. "The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding," Journal of Business Research, Elsevier, vol. 181(C).
    9. Das, Manish & Saha, Victor & Jebarajakirthy, Charles & Kalai, Anjana & Debnath, Nirmalya, 2022. "Cultural consequences of brands' masstige: An emerging market perspective," Journal of Business Research, Elsevier, vol. 146(C), pages 338-353.
    10. Inwon Kang & Haixin Cui & Jeyoung Son, 2019. "Conformity Consumption Behavior and FoMO," Sustainability, MDPI, vol. 11(17), pages 1-18, August.
    11. Pillai, Kishore Gopalakrishna & Nair, Smitha R., 2021. "The effect of social comparison orientation on luxury purchase intentions," Journal of Business Research, Elsevier, vol. 134(C), pages 89-100.
    12. Parguel, Béatrice & Delécolle, Thierry & Valette-Florence, Pierre, 2016. "How price display influences consumer luxury perceptions," Journal of Business Research, Elsevier, vol. 69(1), pages 341-348.
    13. Rubal Rathi & Ruchi Garg & Aakanksha Kataria & Ritu Chhikara, 2022. "Evolution of luxury marketing landscape: a bibliometric analysis and future directions," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 241-257, May.
    14. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    15. Xujia Wang & Billy Sung & Ian Phau, 2024. "How rarity and exclusivity influence types of perceived value for luxury," Journal of Brand Management, Palgrave Macmillan, vol. 31(6), pages 576-592, November.
    16. Purohit, Sonal & Radia, Karan Nilesh, 2022. "Conceptualizing masstige buying behavior: A mixed-method approach," Journal of Business Research, Elsevier, vol. 142(C), pages 886-898.
    17. Abraham Yeboah & Ofosu Agyekum & Vida Owusu-Prempeh & Kwadwo Boateng Prempeh, 2023. "Using social presence theory to predict online consumer engagement in the emerging markets," Future Business Journal, Springer, vol. 9(1), pages 1-18, December.
    18. Jebarajakirthy, Charles & Das, Manish & Shah, Dhara & Shankar, Amit, 2021. "Deciphering in-store-online switching in multi-channel retailing context: Role of affective commitment to purchase situation," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    19. Jebarajakirthy, Charles & Das, Manish & Maggioni, Isabella & Sands, Sean & Dharmesti, Maria & Ferraro, Carla, 2021. "Understanding on-the-go consumption: A retail mix perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    20. Béatrice Parguel & Thierry Delécolle & Pierre Valette-Florence, 2014. "The impact of price display on perceptions of luxury: a masstige perspective," Working Papers halshs-00948953, HAL.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    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:spr:ijmark:v:2025:y:2025:i:2:d:10.1007_s43039-025-00111-3. See general information about how to correct material in RePEc.

    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 bibliographic 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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.