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- 저자 : Srikant Manchiraju (검색결과 2 건)
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Srikant Manchiraju,Mary Damhorst 한국마케팅과학회 2020 Journal of Global Fashion Marketing Vol.11 No.4
Within the US culture, two consumer culture ideals – namely, the body perfect and the material good life – are dominant. This study addressed the question – how are these two consumer culture ideals internalized? And, how an individual’s degree of internalization of these consumer culture ideals influence one’s fashion consumption behavior? By building on the Tripartite Influence Model, a widely used empirical model in body-image research, a research model was proposed. Data were drawn from self-reported online survey by respondents located in the US (N = 472). The proposed model was tested using structural equation modeling. All but one proposed hypotheses were supported, which explained 20% of the variance for fashion involvement construct (p <.001). Findings of the study revealed that sociocultural factors (i.e. parents, peers, and mass media) contribute to an individual’s degree of cultural ideals internalization, which in turn influences one’s level of body satisfaction and fashion consumption behavior. The findings of the study would be of interest to several entities, including social advertisers and marketers, media activists, and body image educators, among others, which are also discussed.
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Amrut Sadachar,Frayen Feng,Elena E. Karpova,Srikant Manchiraju 한국마케팅과학회 2016 Journal of Global Fashion Marketing Vol.7 No.2
The present study explored several critical constructs related to environmentally responsible apparel consumption, which include environmentalism, materialism and knowledge of environmental issues pertaining to apparel products. The research focused on apparel merchandising and design students ( n = 233) as future industry professionals who will soon be driving industry decisions in apparel production and consumption. A proposed research model was subject to confi rmatory factor analysis and structural equation modeling. The model explained 58% of the variance in environmentally responsible apparel consumption behavior. Environmental apparel knowledge positively infl uenced environmentalism, and, in turn, environmentalism had a signifi cant positive infl uence on environmentally responsible apparel consumption behavior. On the contrary, environmental apparel knowledge did not signifi cantly infl uence materialism, and, in turn, materialism was not related to environmentally responsible apparel consumption behavior. Practical implications and limitations of the present study are also discussed.
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