An Empirical Survey on Islam Religion Role and Customers Status Consumption Consistency in Fashion Clothing Brands

سال انتشار: 1394
محل انتشار: کنفرانس بین المللی جهت گیری های نوین در مدیریت، اقتصاد و حسابداری
کد COI اختصاصی: NDMCONFT01_317
زبان مقاله: انگلیسی
تعداد مشاهده: 843

نویسندگان

associated professor of Business Management- MarketingFaculty of Management and Economics, Islamic Azad University

Ph.D Student of Business Management- MarketingFaculty of Management and Economics, Islamic Azad University

چکیده

Purpose: Nowadays religions have a significant role to influence many people consumption behavior all over the word, however; there is a slight knowledge about the religions role as an important environmental force in fashion clothing consumption sector specially in Iran and other middle east countries. The main purpose of this paper is to examine the relationship between status consumption and Fashion consciousness (FC), and understanding the role of religiosity in affecting status consumption and fashion consciousness (FC) among Generation Y Muslim consumers, specifically focusing on Iran.Methodology: The major source of data to this research is primary data through the administration of questionnaires. Questionnaire survey was designed and administered in Iran to a sample of 384 university students aged between 18 and 25. Partial Least Squares (PLS), specifically Smart-PLS 2 is considered as a suitable method to analyze data due to a number of criteria.Findings: The survey results showed an inverse correlation between status consumption and religiosity, where individual’s FC is contingent upon the degree to which they are status conscious or religious. The study stresses on exploring the moderating role of religiosity on the relationship between status consumption and fashion conscious among Iranian Generation Y Muslim consumers.

کلیدواژه ها

Status consumption, Fashion consciousness, Willingness to pay a premium, Religiosity, Fashion Clothing brands, Young adults

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