PurposeThe purpose of this paper is to operationalize the ubiquitously used concept of “cool,” specifically considering its meaning to Generation Y consumers of apparel. Using Churchill's rigorous scale generating method, the authors generate items, pre‐test, and the test with a sample (n=265) of college students.Design/methodology/approachResearchers specify the domain of the cool construct, conduct item generation, collect data through a pre‐test to purify the measures and then collect data from a large sample to assess reliability and validity of the measures and construct.FindingsResults of exploratory factor analysis reveal a six‐factor solution; a confirmatory analysis shows that cool is a multi‐dimensional construct reflected in two second‐order factors that this paper labels hedonic and utilitarian cool. These factors are reflected in five first order factors: singular, personal, aesthetic, quality and functional cool.Originality/valueThe study provides a valuable insight into cool concept as being a multidimensional construct, operationalizing a scale to measure cool.

Purpose – This study aims to investigate the relationship between young consumers' innovativeness and their hedonic/utilitarian attitudes toward cool clothing and to examine the moderating role of income on this relationship. This study uses five cool factors (singular cool, personal cool, aesthetic cool, functional cool and quality cool) under the hedonic and utilitarian cool dimensions to test the hypotheses. Design/methodology/approach – Using a web-based survey, 265 responses were used for analysis. A confirmatory factor analysis was conducted to assess the measurement scales. Single-group SEM and multiple-group SEM were performed to examine the hypothesized relationships. Findings – Innovative young consumers tend to have stronger hedonic cool attitude toward clothing than non-innovative young consumers. In contrast, innovativeness and utilitarian values of cool products are not interrelated for young consumers. Innovative, high-income young consumes have a tendency to purchase cool products to reflect their personality, individuality, and self-identity. Research limitations/implications – This study has limitations for future research with regard to the generalization of the findings because this study focused on a sample of college students. Practical implications – This study will provide some valuable information about young consumers' purchasing behaviours toward cool products for commercial marketers. Originality/value – This study provides an initial contribution to the literature on the relationships between young consumers' hedonic/utilitarian attitudes and their innovativeness and income levels.

This study examines the causal relationships among young consumers' actual self-image, ideal self-image, and hedonic/utilitarian attitudes towards cool products. We conducted single-group structural equation modelling to test the hypotheses developed. The study shows that young consumers with high levels of actual self-image are not interested in utilitarian values when purchasing cool products whereas consumers with high levels of ideal self-image seek a cool lifestyle in which their aspirations for novelty are reflected, and thus they put emphasis on hedonic values. The findings offer guidance to apparel marketers on which cool product, either hedonic or utilitarian, is congruent with their targeted young consumers' self-image.

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