Antecedents and Consequences of Fashion Consciousness: An Empirical Study in Hong Kong

Yuki W.K. Lam, Rachel W.Y. Yee

    Research output: Journal article publicationJournal articleAcademic researchpeer-review

    3 Citations (Scopus)


    Over the years, it has been without doubt that appearance consciousness is the privilege of women. In the past two decades, gender has become equivocal due to the diffusion of sexual boundaries. This has induced changes in male consciousness on fashion. However, there has been limited research that investigates the antecedents and consequences of fashion consciousness. This research aims to explore the potential factors that influence fashion consciousness and their impacts on the buying intention and behavior of men. We have conducted an empirical study on Generation Y male fashion consumers in Hong Kong. Our findings show that advancement of information technology, self-identity ambiguity, changing work practices of men, and media influence are four key factors that affect male fashion consciousness. Our results also reveal that fashion consciousness has a positive impact on the buying intention and behaviors of men. We recommend that fashion retailers allocate organizational resources on advertising and promotions to attract the interest of men towards their products.

    Original languageEnglish
    Pages (from-to)62-69
    Number of pages8
    JournalResearch Journal of Textile and Apparel
    Issue number4
    Publication statusPublished - 1 Nov 2014


    • Fashion consciousness
    • Buying intention
    • Male market
    • Fashion

    ASJC Scopus subject areas

    • Business and International Management
    • Materials Science (miscellaneous)
    • Industrial and Manufacturing Engineering
    • Management of Technology and Innovation


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