In this study, modest fashion market (whose products follow dressing rules according to Islamic culture) has been investigated. Firstly, a literature review was done to prove the recent growth of the sector, also by focusing on Malaysian perspective. By looking at demographic and market data it has been shown the great estimated expansion of this industry in the following years. By looking for books and publications whose the main object was modest fashion, it can be shown that most of them are recently published. By exploring the firms’ side the objective was to find evidence of the recent growth of this sector, through the foundation year of some of the main modest fashion companies (64) and the launching year of some specific modest fashion item offered by mainstream firms (19). With the attempt to study also the consumer side, literature review was done in order to create a model with cultural factors, by taking as core element the purchasing intention of consumers. Such model, created from the Theory of Planned Behavior by Ajzen and cultural dimensions by Ghaury and Cateora, has been tested on 100 younger Malaysian Muslim women through a questionnaire about the elements of the model in order to see if and to which extent they are influent on purchasing intention and then, if the intention is positively correlated with the concrete performance: the purchasing behavior. The research methodology used was an ordered logistic regression using STATA software, by testing hypotheses on the influence of the elements of the model on the purchasing intention. Results show interesting conclusions: firstly, from the investigation of foundation/launching year it has been demonstrated that the modest fashion market is growing on the recent years. Secondly, from the regression, it has been demonstrated that all the hypotheses except one can be accepted.
In questo studio è stato indagato il settore del“modest fashion”(i cui prodotti seguono le regole sul modo di vestire secondo la cultura Islamica). In primo luogo, è stata effettuata una revisione della letteratura per comprovare la recente crescita del settore, focalizzandosi anche sulla Malesia. Esaminando i dati demografici e di mercato si può rilevare una grande crescita in questo settore stimata per i prossimi anni. Cercando libri e pubblicazioni il cui oggetto principale fosse il modest fashion, si può osservare che per la maggior parte sono stati pubblicati di recente. Esplorando il lato da parte delle imprese, l'obiettivo è stato quello di trovare la prova della recente crescita di questo settore, attraverso l'anno di fondazione di alcune delle principali aziende nel modest fashion (64) e l'anno di lancio di alcuni articoli specifici offerti da brand ormai popolari (19). Con il tentativo di studiare anche il lato del consumatore, è stata effettuata una ricerca nella bibliografia al fine di creare un modello con fattori culturali, prendendo come elemento centrale l'intenzione di acquisto dei consumatori. Tale modello, creato dalla Teoria del comportamento pianificato di Ajzen e dalle dimensioni culturali di Ghaury e Cateora, è stato testato su 100 giovani donne musulmane malesi attraverso un questionario sugli elementi del modello, con lo scopo di capire se e in che misura sono influenti sull'intenzione d'acquisto e successivamente, se l'intenzione è positivamente correlata all’azione concreta: l’effettivo acquisto. La metodologia di ricerca utilizzata è stata una regressione logistica ordinata usando come software STATA, testando le ipotesi sull'influenza degli elementi del modello sull'intenzione di acquisto. I risultati mostrano conclusioni interessanti: in primo luogo, dall'indagine sulla fondazione / anno di lancio è stato dimostrato che il mercato de modest fashion sta crescendo molto negli ultimi anni. In secondo luogo, dalla regressione, è stato dimostrato che tutte le ipotesi tranne una possono essere accettate.
THE IMPORTANCE OF CULTURE ON THE CONSUMER PURCHASING INTENTION IN THE MODEST FASHION MARKET
LAZZARI, FEDERICA
2017/2018
Abstract
In this study, modest fashion market (whose products follow dressing rules according to Islamic culture) has been investigated. Firstly, a literature review was done to prove the recent growth of the sector, also by focusing on Malaysian perspective. By looking at demographic and market data it has been shown the great estimated expansion of this industry in the following years. By looking for books and publications whose the main object was modest fashion, it can be shown that most of them are recently published. By exploring the firms’ side the objective was to find evidence of the recent growth of this sector, through the foundation year of some of the main modest fashion companies (64) and the launching year of some specific modest fashion item offered by mainstream firms (19). With the attempt to study also the consumer side, literature review was done in order to create a model with cultural factors, by taking as core element the purchasing intention of consumers. Such model, created from the Theory of Planned Behavior by Ajzen and cultural dimensions by Ghaury and Cateora, has been tested on 100 younger Malaysian Muslim women through a questionnaire about the elements of the model in order to see if and to which extent they are influent on purchasing intention and then, if the intention is positively correlated with the concrete performance: the purchasing behavior. The research methodology used was an ordered logistic regression using STATA software, by testing hypotheses on the influence of the elements of the model on the purchasing intention. Results show interesting conclusions: firstly, from the investigation of foundation/launching year it has been demonstrated that the modest fashion market is growing on the recent years. Secondly, from the regression, it has been demonstrated that all the hypotheses except one can be accepted.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
Per maggiori informazioni e per verifiche sull'eventuale disponibilità del file scrivere a: unitesi@unipv.it.
https://hdl.handle.net/20.500.14239/9835