The Impact Of Self-Awareness On Consumers’ Intention To Re-Engage With Fashionable Products

Abstract

The study has been done to evaluate the effect of the construct self-awareness on the intention of consumers to get re-engaged with the fashion products or brands. The research design has been descriptive and quantitative for examining the purpose as stated above. The independent variable of the study is self-awareness and intention to re-engage is the dependent variable. The sample population comprised of the consumers who were fashion-conscious and were in the age of 18 to 40 and further, often got engaged with offline and online fashion products. The respondents of the study have been selected through purposive sampling and they have been selected as respondents on the basis of their age group, their experience in online shopping and fashion interest. The number of respondents selected for the study is 100 and data has been collected through questionnaire which has been constructed with a five-point Likert scale. The relationship of self-awareness with the intention of consumers to re-engage has been explored with the help of the analysis of the collected data by executing regression. It has been identified through the study that the factors of self-awareness affect the intention of consumers to get re-engaged, as regarding the fashion sector. In other words, self-awareness is positively related with the intention of consumers to get re-engaged with the fashion products.