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- W2752806040 abstract "The present study aims to investigate how Generation Y male consumers` body satisfaction would influence their purchase intentions toward trendy clothing using the Theory of Reasoned Action (TRA) with an additional external variable, fashion involvement. Generation Y group was chosen because the purchasing power of Generation Y takes a major role in the fashion market in the U.S. Data were collected from 83 adult male students at a large western university using a survey approach. Results showed that body satisfaction negatively influenced fashion involvement and attitude toward trendy clothing; however, body satisfaction did not influence subjective norm. In addition, attitude toward trendy clothing and subjective norm positively influenced purchase intention toward trendy clothing; however, fashion involvement did not influence purchase intention toward trendy clothing." @default.
- W2752806040 created "2017-09-15" @default.
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- W2752806040 date "2016-11-09" @default.
- W2752806040 modified "2023-09-24" @default.
- W2752806040 title "The Effect of Generation Y Male Consumers' Body Satisfaction on Purchase Intentions toward Trendy Clothing Using the Theory of Reasoned Action" @default.
- W2752806040 doi "https://doi.org/10.31274/itaa_proceedings-180814-1465" @default.
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