Factors that influence consumers’ intention to adopt apparel fashion among University Malaysia Kelantan students

The purpose of this research was to examine the consumers’ intention to adopt apparel fashion among the students at University Malaysia Kelantan (UMK). The increasing access to internet has changed the consumers’ lifestyle by providing the latest and wide variety of fashion information through online. Fashion is defined as a styles of clothes and behaviour in clothing which is presented by the consumers. Thus, this research investigated the relationship between the consumers’ intention to adopt fashion with four behavioural factors that included fashion innovativeness, consumer innovativeness, fashion involvement and social values. A quantitative research design had been employed and conducted on 347 students who studied at University Malaysia Kelantan, City Campus Pengkalan Chepa. The data was collected by using a convenience sampling technique where questionnaires were distributed to the targeted population. The results showed that all the factors namely fashion innovativeness, consumer innovativeness, fashion involvement and social values had significant relationships with consumers’ intention to adopt fashion. Based on regression analysis, fashion involvement emerged as the most significant and dominant factor that influence the consumers’ intention to adopt fashion. The results improve the knowledge of researchers and fashion marketers in further understanding the consumer’ intention to adopt apparel fashion among the UMK students specifically, and among youngsters generally.