An empirical study of U.S. consumer purchase intention of casual activewear

Lauren Michelle Watts

In recent years, the athletic apparel industry has become a lucrative avenue of business worldwide. Growing consumer interest in healthy lifestyles has heralded an increased demand for apparel to meet their needs in style, performance, and functionality. Regardless of one's intent to play sports or simply look sporty, activewear has become a staple in consumers' wardrobes that extends beyond the gym. Aiding in the momentum of the activewear industry's growth is the popularity of casual activewear. The casual activewear phenomenon is characterized by exercise or physical activity facilitating apparel (activewear) being worn for casual/daily wear. This study determines the key factors influencing U.S. consumers' intentions to purchase casual activewear. First, this study reviewed the existing social psychology theory (i.e., Theory of Planned Behavior) to propose an enhanced consumer purchase intention model for casual activewear. Second, an online survey instrument was developed based on existing consumer behavior scales to gather primary data on both latent constructs and consumers' demographic variables. A total of 146 eligible responses were collected. The psychometric properties of the proposed model were examined using survey data. Factor analysis and multiple regression analysis were utilized for data analysis and hypothesis testing. The significant factors influencing the U.S. consumers' intentions to purchase casual activewear were determined. Attitude, perceived behavioral control, past purchase behavior, and lifestyle orientation had positive effects on intention to purchase casual activewear. Managerial implications were imparted based on the findings of this study. In addition, the correlations between demographic variables (including gender, age, education level, personal annual income level, and ethnicity) and investigated latent constructs were determined. The effects of the demographic variables on the investigated latent constructs were insignificant except the positive relationship between age and consumer attitude towards purchasing casual activewear Future studies should include the measurement of actual purchase of casual activewear. Qualitative methods might be used in future studies to provide a comprehensive picture on the purchase intention of casual activewear.

An empirical study of U.S. consumer purchase intention of casual activewear

Files and links (1)

Abstract

Metrics

Details