Fashioning masculinity among young New Zealand men: young men, shopping for clothes and social identity

McNeill, Lisa S.; McKay, Jacob

doi:10.1108/yc-09-2015-00558

Cited by 17 publications

(21 citation statements)

References 42 publications

(66 reference statements)

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“…The study adds to the existing research on green apparel purchases by examining the role of cosmopolitanism, global self-identity and online brand communities in predicting Indian consumers’ evaluation of green apparel. It extends the previous work on self-identity and social identification (Cleveland et al , 2014; McNeill and McKay, 2016) in evaluating green apparel’s perceived intrinsic and extrinsic product attributes. It demonstrates that consumers’ preferences for green clothing are affected by a desire to show conformity to traits of cosmopolitanism and global self-identity.…”

Section: Discussionsupporting

confidence: 69%

“…Dashper and St. John (2016), found that formal competition dress in the regular sporting activities was important in bestowing an individual sporting identity and represented the peculiar ethos of equestrian sport. McNeill and McKay (2016), in their research on young males’ perception of fashion clothing and its role in social identity construction, indicated the influence of social comparison on fashion-seeking behavior. Kelly (2010), in her study on Muslim women in Kuwait, found that dress was an important criterion for exhibiting success and status.…”

Section: Introductionmentioning

confidence: 99%

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Cosmopolitanism, self-identity, online communities and green apparel perception

Khare

Kautish

2020

MIP

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PurposeThe research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the perception of green apparel product attributes.Design/methodology/approachA mall intercept technique was used for data collection in four cities in India. The hypothesized relationships were examined through structural equation modeling.FindingsCosmopolitanism, global self-identity and online communities influenced green knowledge. Green knowledge influenced Indian consumers’ perception of green apparel. The results indicate that social conformance and identification with online communities predicted consumers’ understanding of green apparel.Research limitations/implicationsThe research focused on green knowledge, cosmopolitanism, online communities and consumers’ perception of green apparel. The role of demographics, culture and product attributes like price, quality, promotions and design were not considered and may provide valuable insights.Practical implicationsGreen apparel manufacturers can communicate about the product attributes by linking it with growing global environmental consciousness, cosmopolitanism and global self-identity traits that focus on green consumption. Online communities can be used to inform, educate and promote green apparel.Social implicationThe study will pave the way forward to explore green consumption paradigms among fashion-oriented consumers in the Indian market who drive sustainable behavior.Originality/valueThe research suggested that conformance with global values and identification with online communities can be critical in helping consumers understand green apparel. It examined the importance of offline and online social conformance in evaluating green apparel.

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Section: Discussionsupporting

confidence: 69%

Section: Introductionmentioning

confidence: 99%

Cosmopolitanism, self-identity, online communities and green apparel perception

Khare

Kautish

2020

MIP

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“…Media objectification creates a desire of self-gratification which ultimately leads toward achieving those desire by purchasing the clothes. These results are supported by existing studies (McNeill, McKay, 2016;Stuart, Kurek, 2019;Veer, Golf-Papez, 2018).…”

Section: Discussionsupporting

confidence: 91%

Media Objectification and Women Clothing Buying Behavior: Social Comparison and Self-Gratification as Mediators

2020

International Journal of Media and Information Literacy

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“…Kautish and Sharma (2018) found that fashion consciousness significantly affects consumers' online try-on behavior and their frequency and willingness to buy clothing online. This shopping enjoyment is derived from the fact that it is often necessary for consumers with high fashion consciousness to satisfy the pursuit of body image consciousness consumption by online try-on experience and online purchase of clothing (Kautish and Sharma, 2018;McNeill and McKay, 2016). Ladhari et al (2019) further found that college students (over 19 years old) not only have high fashion consciousness but also like to use digital technology to try on.…”

Section: Moderating Effect Of Fashion Consciousnessmentioning

confidence: 99%

Enhancing online rapport experience via augmented reality

Huang

Mathews

Chou

2019

JSM

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Purpose The purpose of this study is to draws on self-determination and self-evaluation theories to examine the psychological factors impacted by augmented reality (AR) services, an augmented reality try-on system. This study highlights three characteristics of modality, synchronous sense or ownership and re-processability within an AR try-on experiences as well as the moderating effects of consumers’ body surveillance and fashion consciousness. Design/methodology/approach Using a scenario survey approach, this study designs characteristics of an AR try-on system to examine the research model and the hypotheses. A total of 207 responses are collected and analysed using the SmartPLS 3 statistical software. Findings The results show that modality, synchronous sense of ownership control and re-processability of AR try-on system positively affect consumer’s rapport experience. Both body surveillance and fashion consciousness significantly moderate the effects of AR try-on service system characteristics on consumer rapport experience. Research limitations/implications This study highlights the importance of understanding the implications of the evolution of cyborg consumerism where consumer technology interface systems such as AR, as a source of technologically mediated modality, become part of the consumer’s body, an extension of their body if you will. Practical implications Based on the study findings, marketing managers can understand how to better use AR to implement digital promotional strategies for various body-involvement products. Originality/value Using immersive technologies, this study shows that AR allows a consumer see an authentic self and tangible extension of their physical self in an online shopping setting, thus enhancing a consumer’s online shopping experience.

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Fashioning masculinity among young New Zealand men: young men, shopping for clothes and social identity

Cited by 17 publications

References 42 publications

Cosmopolitanism, self-identity, online communities and green apparel perception

Cosmopolitanism, self-identity, online communities and green apparel perception

Media Objectification and Women Clothing Buying Behavior: Social Comparison and Self-Gratification as Mediators

Enhancing online rapport experience via augmented reality

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