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What drives the young generation to swap clothes? The moderating role of culture

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What drives the young generation to swap clothes? The moderating role of culture

Armouch, Farah (2023) What drives the young generation to swap clothes? The moderating role of culture. Masters thesis, Concordia University.

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Abstract

As the new generation’s interest in collaborative fashion is rising, the purpose of this study is to explore the motivations that influence their swapping behavior of clothes. The study focuses on self-oriented motives including economic and hedonic factors as well as other-oriented motives including environmental and activist factors. Additionally, Hofstede’s six cultural dimensions are examined as moderators. A quantitative approach was adopted in the research and the data were collected from a worldwide sample through an online questionnaire. Findings reveal that the economic, hedonic, environmental, and activist motivations have a positive relationship with the young generation’s swapping behavior. As for the culture’s role, the results showed that the effect of the economic motivation on the swapping behavior is stronger in masculine cultures, while the relationship between the hedonic motivation and the swapping behavior is stronger in collectivist cultures. Individuals in collectivist, low power distance, and indulgent cultures are more driven by environmental motives to swap clothes. Finally, the effect of the activist motivation is stronger in collectivist, feminine, low power distance, low uncertainty avoidance, and indulgent cultures. Accordingly, managerial and theoretical implications are discussed.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Armouch, Farah
Institution:Concordia University
Degree Name:M. Sc.
Program:Marketing
Date:10 January 2023
Thesis Supervisor(s):Laroche, Michel and Paulin, Michele
ID Code:991781
Deposited By: Farah Armouch
Deposited On:21 Jun 2023 14:45
Last Modified:21 Jun 2023 14:45

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