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- Title
Predicting clothing behaviors of Generation Y men through self-esteem and body dissatisfaction.
- Authors
Sung, Jihyun; Yan, Ruoh-Nan
- Abstract
This study investigated how various dimensions of body dissatisfaction of men in Generation Y (i.e., body dissatisfaction-weight, body dissatisfaction-muscles, and body dissatisfaction-height) influenced their clothing related behavioral responses, including clothing image avoidance and clothing purchase behavior. Self-esteem was included as a predictor variable for the three dimensions of body dissatisfaction. Data were collected through an online survey from heterosexual Generation Y men. Results indicated that self-esteem negatively influenced the three dimensions of body dissatisfaction differently; only the body dissatisfaction-weight dimension influenced men's clothing image avoidance and clothing purchase behavior, when controlling for body dissatisfaction-muscles and body dissatisfaction-height. The findings were discussed, and implications were provided in the current study.
- Subjects
MEN'S attitudes; MEN'S clothing; MILLENNIALS; HETEROSEXUAL men; SELF-esteem in men; CUSTOMER satisfaction; CONSUMER behavior
- Publication
Fashion & Textiles (2198-0802), 2020, Vol 7, Issue 1, p1
- ISSN
2198-0802
- Publication type
Article
- DOI
10.1186/s40691-019-0200-6