Young Professionals’ Conspicuous Consumption of Clothing.

Abstract

PURPOSE: This paper examines the relationship between conspicuous consumption and public self-consciousness, materialism and domain-specific self-esteem, demographics and shopping behaviour. METHODOLOGY: Focusing on clothing, public self-consciousness, materialism and domain-specific self-esteem are examined in relation to two characteristics of clothing: expensive and fashionable. Using a sample of 261 UK young professionals, the paper compares the five factors across three levels of clothing conspicuous consumption (low, medium and high). FINDINGS: Findings indicate that while the five factors were associated to different levels of conspicuous consumption, the relationship was not always evident. Expensive clothing was more related to conspicuousness than fashionable clothing and differences between low and medium/high conspicuousness individuals appear to be larger than the difference between medium and high conspicuousness groups. PRACTICAL IMPLICATIONS: Price appears to be a more powerful influence on conspicuous consumption than the fashionable element and therefore a strategy focused on expensive prices is essential in attracting conspicuous consumers. ORIGINALITY/VALUE: The study provides an insight into conspicuous consumption in the context of clothing and its relationship with public self-consciousness, materialism and self-esteem as they relate to the expensive and fashionable dimensions.