The development of a scale for measuring voluntary simplistic clothing consumption in the South African emerging market context

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2018-01-01
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Taljaard, Hanri
Sonnenberg, Nadine
Reis, Tracey
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

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This study's purpose was to develop a scale to enable investigation of voluntary simplistic clothing consumption in the South African emerging market context. Initial scale generation, purification, and subsequent validation procedures were followed. A pool of 22 items was included in a structured, self-administered questionnaire that was distributed among respondents from various gender, ethnic and age groups in Gauteng. The resulting data was split randomly into two data sets with one half used for scale purification (n = 501) and the other half for scale validation (n = 501). Purification procedures involved scrutiny of corrected item-total correlations and subsequent exploratory factor analysis (EFA). Further confirmatory factor analysis (CFA) produced a three-factor solution based on 12 items that parsimoniously represented three dimensions of voluntary simplistic consumption practices namely, supporting local, ethical clothing brands, preferring unique, handcrafted clothing and reducing clothing consumption. This factor solution was re-confirmed through subsequent CFA procedures.

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