The Effect of Generation Y Male Consumers' Body Satisfaction on Purchase Intentions toward Trendy Clothing Using the Theory of Reasoned Action
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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.