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“I want to be beautiful and rich”: Consumer culture ideals internalization and their influence on fashion consumption

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  • Srikant Manchiraju
  • Mary Damhorst

Abstract

Within the US culture, two consumer culture ideals – namely, the body perfect and the material good life – are dominant. This study addressed the question – how are these two consumer culture ideals internalized? And, how an individual’s degree of internalization of these consumer culture ideals influence one’s fashion consumption behavior? By building on the Tripartite Influence Model, a widely used empirical model in body-image research, a research model was proposed. Data were drawn from self-reported online survey by respondents located in the US (N = 472). The proposed model was tested using structural equation modeling. All but one proposed hypotheses were supported, which explained 20% of the variance for fashion involvement construct (p

Suggested Citation

  • Srikant Manchiraju & Mary Damhorst, 2020. "“I want to be beautiful and rich”: Consumer culture ideals internalization and their influence on fashion consumption," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 11(4), pages 325-342, October.
    • Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:4:p:325-342
    DOI: 10.1080/20932685.2020.1788408
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