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Management & Marketing no. 3/2012
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
Abstract. 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.
Keyword: Apparel acquisition, more
is less, consumer behaviour.
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2012.10.12-13
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The Classes of Economic Concentration and the 80% Factor , Cezar Mereuță
Foreign Majority Ownership in the Node Companies of the Main Markets in Romania - Compendium , Cezar Mereuță, Ionuț Pandelică, Amalia Pandelică
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