Black Urban Professionals' Motivation for Conspicuous and Status Clothing Brand Consumption

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2016-11-08
Authors
Cronje, Adele
Jacobs, Bertha
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Altmetrics
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Abstract

This study explored the differences in Black urban consumers' clothing brand consumption in terms of motivational factors related to conspicuous (communication of belonging, status demonstration, ostentation) and status consumption (normative receptiveness: value expressiveness and utilitarian influences, high self-monitoring) across different professions. A survey research design was followed. The sample consisted of 246 Black urban consumers, aged 24 to 36 years, living in an urban metropolitan and currently working in professional positions. Data were collected from a convenience sample, through a self-administered questionnaire. Post hoc Bonferroni tests determined exactly where the differences in means across various professions occur. Mixed support in terms of motivational factors for conspicuous consumption occurred. In terms of status consumption across profession, all three motivational factors were significant. Profession proved to be a trustworthy indicator to engage in status consumption since individuals tend to build their identity around what they do for a living and consume accordingly.

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