An empirical investigation of the relationship between personality traits, prestige sensitivity, and fashion consciousness of Generation Y in Australia

Riza Casidy*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

21 Citations (Scopus)

Abstract

The purpose of this study is to examine the relationship between the personality traits of Generation Y consumers, their degree of fashion consciousness, and prestige sensitivity in the context of fashion brands. Data were collected using a convenience sampling method involving university students. A self-administered questionnaire was distributed and 251 usable responses were returned with the sample falling between the ages of 18-25. The results revealed that certain personality traits were found to be significantly associated with fashion consciousness and prestige sensitivity. Furthermore, fashion consciousness was found to perform a mediating role in the relationship between personality traits and prestige sensitivity. Personality traits were found to perform an important role in affecting people's attitude towards prestige fashion brands. It is crucial for marketers to understand the significance of certain personality traits on fashion consciousness and prestige sensitivity to enhance the effectiveness of brand appeals. This study has extended the scope of personality research in marketing by utilising the Big Five construct to examine the phenomenon of fashion consciousness and prestige sensitivity among Gen Y consumers.

Original languageEnglish
Pages (from-to)242-249
Number of pages8
JournalAustralasian Marketing Journal
Volume20
Issue number4
DOIs
Publication statusPublished - 1 Nov 2012
Externally publishedYes

Keywords

  • Big Five
  • Consumer personality
  • Fashion consciousness
  • Fashion marketing
  • Prestige brand preferences
  • Prestige sensitivity

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