Conference paper

Appeared in: Conference Proceedings Macromarketing Conference 2018: Change between Complexity and Simplicity

Editor list: Löbler, Helge; Mörstedt, Janine; Wloka, Michelle; Barriga, Pablo; Stieler, Sebastian

Publication year: 2018

Pages: 1089-1114

ISBN: 978-3-00-060623-6

URL: https://www.macromarketing.org/assets/proceedings/2018-macromarketing-proceedings.pdf

Conference: 43rd Annual Macromarketing Conference

Abstract: 

The present paper unfolds the conceptual distinction between style and fashion orientation – two traitlike orientations of clothing consumption. We relate both concepts with subjective well-being and expect to find a higher subjective well-being for consumers with a higher style orientation than a higher fashion orientation. These assumptions were tested using survey data from four countries - Germany, Poland, Sweden, and the United States - with approximately 1,000 respondents per country. Employing structural equation modelling, we found that style orientation was more strongly related to subjective well-being than fashion orientation. We further found that materialism mediated the relationship between fashion and style orientation and subjective well-being and that fashion orientation was related more strongly to materialism than style orientation. When including materialism as a mediator, fashion orientation was also positively related to subjective well-being. This paper contributes to the current literature by further developing the two concepts, style and fashion orientation, and by testing their relationship to materialism and subjective well-being.

Harvard Citation style: Gwozdz, W., Nielsen, K., Gupta, S. and Gentry, J. (2018) The Relationship between Fashion and Style Orientation and Well-being, in Löbler, H., Mörstedt, J., Wloka, M., Barriga, P. and Stieler, S. (eds.) Conference Proceedings Macromarketing Conference 2018: Change between Complexity and Simplicity. Leipzig: Macromarketing Society. pp. 1089-1114. https://www.macromarketing.org/assets/proceedings/2018-macromarketing-proceedings.pdf

APA Citation style: Gwozdz, W., Nielsen, K., Gupta, S., & Gentry, J. (2018). The Relationship between Fashion and Style Orientation and Well-being. In Löbler, H., Mörstedt, J., Wloka, M., Barriga, P., & Stieler, S. (Eds.), Conference Proceedings Macromarketing Conference 2018: Change between Complexity and Simplicity. (pp. 1089-1114). Macromarketing Society. https://www.macromarketing.org/assets/proceedings/2018-macromarketing-proceedings.pdf