Effects of young consumers’ self-concept on hedonic/utilitarian attitudes towards what is ‘cool’

Abstract

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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