Aesthetic,Function,and Fashion Consumer Values: Relationships to Other Values and Demographics

Abstract

Aesthetic, function, and fashion consumer values are investigated in relationship to other values and demographic variables. Findings suggest that fashion oriented consumers tend to value quantity over quality, buy from "want" rather than "need, " value disposability over recycling, or not return garments to a store and complain when dissatisfied. Consumers that value functionality are also more likely to value cost over convenience, need over want, and recycling over disposability. Consumers that value aesthetics were also found to value want over need, and disposability over recycling. With the exception of household income, differences based on demographic variables were notfound. It was concluded that results from the study could assist apparel marketers in product planning.

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