Factors affecting Ethiopian Consumers’ Attitudes towards Purchasing Locally Produced Apparel: An Empirical Study
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Published
30 June 2024
Keywords:
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apparel, buying behavior, behavioral control, consumer attitude, purchasing intention, theory of planned behavior
Abstract
: Currently, customers have an ever-expanding choice of purchase options owing to globalization, which leads to increased competition. Globalization and current marketing trends have made consumers more sensitive and challenging than ever. As consumers are the most important asset any business has, organizations must understand consumers’ behavior to maintain a strategic advantage in today's increased competition and globalized marketing. In this regard, this study aimed to assess the determinants of Ethiopian consumers' purchasing behavior in locally-produced apparel by using the Theory of Planned Behavior (TPB) model. Cross-sectional data from 539 consumers were collected using convenience sampling and analyzed using structural equation modeling. The structural equation model results showed that all variables had a positive and significant effect on the dependent variables, which means that all hypotheses are supported. The results also indicate that consumers' attitude toward locally produced apparel was the most influential determinant of their purchasing intention towards locally produced apparel, followed by perceived behavioral control and subjective norms. Further, consumers' purchasing intention is more influential in their purchasing behavior than perceived behavioral control. The findings of this study provide insight into domestic apparel consumption, as well as the factors affecting consumer purchasing intentions and behavior in the Ethiopian context. The results from the measurement and structural models offer key inputs for policymakers, marketers, manufacturers, and retailers.
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Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453-474. https://doi.org/10.1016/0022-1031(86)90045-4
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Bakhshian, S., & Lee, Y. A. (2020). Influence of social acceptability and product attributes on consumers’ attitude and intention of using smart apparel. International Textile and Apparel Association Annual Conference Proceedings, 77(1). https://doi.org/10.31274/itaa.11849
Bizuneh, B., Hailemariam, S. S., & Tsegaye, S. (2021). A study of consumers’ pre-purchase evaluation of apparel products in Ethiopia. Journal of Fashion Marketing Management, 26(5), 776-791. https://doi.org/10.1108/JFMM-08-2020-0162
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Carrington, M. J., Neville, B. A., & Whitwell. (2014). Lost in translation: Exploring the ethical consumer intention–behavior gap. Journal of Business Research, 67(1), 2759-2767. https://doi.org/10.1016/j.jbusres.2012.09.022
Chang, H. J., & Watchravesringkan, K. D. (2018). Who are sustainably minded apparel shoppers? An investigation of the influencing factors of sustainable apparel consumption. International Journal of Retail & Distribution Management, 46(2), 148-162. https://doi.org/10.1108/IJRDM-10-2016-0176
Cheung, M. F., & To, W. M. (2021). The effect of consumer perceptions of the ethics of retailers on purchase behavior and word-of-mouth: The moderating role of ethical beliefs. Journal of Business Ethics, 171(4), 771-788. https://doi.org/10.1007/s10551-020-04431-6
Chi, T., Gerard, J., Dephillips, A., Liu, H., & Sun, J. (2019). Why do US consumers buy sustainable cotton-made collegiate apparel? A study of the key determinants. Sustainability, 11(11), 3126. https://doi.org/10.3390/su11113126
Das, M., Mukherjee, D. J. M., & Studies, L. (2020). Ethnic identity impact on consumers’ ethnocentric tendencies: The moderating role of acculturation and materialism. Management and Labour Studies, 45(1), 31-53. https://doi.org/10.1177/0258042X19890245
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Dhir, A., Sadiq, M., Talwar, S., Sakashita, M., & Kaur, P. J. (2021). Why do retail consumers buy green apparel? A knowledge-attitude-behavior-context perspective. Journal of Retailing and Consumer Services, 59, 102398. https://doi.org/10.1016/j.jretconser.2020.102398
Effendi I., Najib M., & Kirbrandoko (2019). Reference analysis and purchasing decision of fruit consumers in generation y (case of modern and traditional retail in Bogor). Journal of Consumer Sciences, 4(2), 61-75. https://doi.org/10.29244/jcs.4.2.61-7
El Banna, A., Papadopoulos, N., Murphy, S. A., Rod, M., & Rojas-Méndez, J. I. (2018). Ethnic identity, consumer ethnocentrism, and purchase intentions among bi-cultural ethnic consumers: “Divided loyalties” or “dual allegiance”?. Journal of Business Research, 82, 310-319. https://doi.org/10.1016/j.jbusres.2017.09.010
Etim, G. S. (2019). Product attractiveness and consumers' attitude towards made-in-Nigeria textiles in South-South Zone of Nigeria. Journal of Marketing and Consumer Research 54, 97-106. https://doi.org/10.7176/JMCR
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Gelan, T. M. (2018). Globalization and local entrepreneurial challenges, opportunities, and traits in Ethiopia: The case of Addis Ababa SME-Industries. Journal of Poverty, Investment and Development, 46, 57-68. https://iiste.org/Journals/index.php/JPID/article/view/43883/45216
Giantari, I. G. A. K., Zain, D., Rahayu, M., & Solimun, M. (2013). The role of perceived behavioral control and trust as mediator of experience on online purchasing intentions relationship a study on youths in Denpasar City (Indonesia). International Journal of Business and Management Invention, 2(1), 30-38. http://www.ijbmi.org/papers/Vol(2)1/Version_3/D213038.pdf
Gitimu, P. N., Workman, J., & Robinson, J. R. (2013). Garment quality evaluation: Influence of fashion leadership, fashion involvement, and gender. International Journal of Fashion Design, Technology and Education, 6(3), 173-180. https://doi.org/10.1080/17543266.2013.815809
Hair Jr, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. J. (2010). SEM: An introduction. Multivariate data analysis: A global perspective.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature. https://library.oapen.org/handle/20.500.12657/51463
Han, T.-I., & Chung, J.-E. (2014). Korean consumers’ motivations and perceived risks toward the purchase of organic cotton apparel. Clothing Textiles Research Journal, 32(4), 235-250. https://doi.org/10.1177/0887302X14538116
Hasan, A. J. V. (2018). Impact of store and product attributes on purchase intentions: An analytical study of apparel shoppers in Indian organized retail stores. Vision: The Journal of Business Perspective, 22(1), 32-49. https://doi.org/10.1177/0972262917750236
Ho, T., Vu, T., & Vu, H., (2020). Determinants influencing consumers purchasing intention for sustainable fashion: Evidence from Ho Chi Minh City. The Journal of Asian Finance, Economics and Business, 7(11), 977-986. https://doi.org/10.13106/jafeb.2020.vol7.no11.977
Islam, M., Azim, A., Anwar, M. R., & Uddin, M. (2014). Customer perceptions in buying decisions towards branded Bangladeshi local apparel products. European Scientific Journal, 10(7), 482-397. https://core.ac.uk/download/pdf/236404913.pdf
Jin, B., Bennur, S. J. C., & Journal, T. R. (2015). Does the importance of apparel product attributes differ by country? Testing Kano’s theory of attractive quality in four countries. Clothing and Textiles Research Journal, 33(1), 35-50. https://doi.org/10.1177/0887302X14555000
Joseph, F., Barry, J. B., Rolph, E. A., & Rolph, E. A. (2010). Multivariate data analysis. Pearson Prentice Hall.
Julie, P. (2011). SPSS survival manual-A step-by-step guide to data analysis using SPSS. Routledge.
Jung, H. J., Choi, Y. J., & Oh. (2020). Influencing factors of Chinese consumers’ purchase intention to sustainable apparel products: Exploring consumer “attitude–behavioral intention” gap. Sustainability, 12(5), 1770. https://doi.org/10.3390/su12051770
Khare, A., & Sadachar, A. (2017). Green apparel buying behavior: A study on Indian youth. International journal of consumer studies, 41(5), 558-569. https://doi.org/10.1111/ijcs.12367
Kibret, A. T., Shukla. (2019). Factors Affecting Consumers’ Attitude towards domestic products in developing countries: a conceptual paper. Indore Management Journal, 11(1), 58-69.
Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e. Pearson.
Kumar, A., Prakash, G., & Kumar, G. J. (2021). Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. Journal of retailing and consumer services, 58, 102270. https://doi.org/10.1016/j.jretconser.2020.102270
Kumar, B., Manrai, A. K., & Manrai, L. (2017). Purchasing behavior for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing Consumer Services, 34, 1-9. https://doi.org/10.1016/j.jretconser.2016.09.004
Massey, M., O'Cass, A., & Otahal, P. (2018). A meta-analytic study of the factors driving the purchase of organic food. Appetite, 125, 418-427. https://doi.org/10.1016/j.appet.2018.02.029
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Authors
MinbaleE., & SeifeW. (2024). Factors affecting Ethiopian Consumers’ Attitudes towards Purchasing Locally Produced Apparel: An Empirical Study . Journal of Consumer Sciences, 9(2), 226-246. https://doi.org/10.29244/jcs.9.2.226-246
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