An Evaluation of Fashion Involvement: A Study on Generations X and Y

Hatice Aydin

Abstract


This study deals with the influence of materialism on fashion involvement and of fashion involvement on mavenism, purchase decision involvement and recreational involvement. The data were collected via face-to-face survey method. The surveys were administered through convenience sampling method to generation X and Y members separately. Structural equation modeling was used to test generation X and Y models. At the end of the study, it was seen that generation Y are more materialist, involved in fashion and recreational shopping, and share their views of fashion products with others more. In addition, it was found out that the centrality materialism of generation X do not have any significant influence on their fashion involvement and their fashion involvement does not have any significant influence on their recreational shopping involvement whereas the success materialism of generation Y members do not have significant influence on fashion involvement.

Keywords


Materialism, Fashion Involvement, Purchase Involvement, Recreational Shopping, Mavenism.

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DOI: http://dx.doi.org/10.21533/isjss.v2i1.52

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