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Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

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School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Manila 1002, Philippines
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School of Graduate Studies, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
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Department of Industrial Engineering, Faculty of Engineering, University of Santo Tomas, Manila 1015, Philippines
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Navaminda Kasatriyadhiraj Royal Thai Air Force Academy, Bangkok 10220, Thailand
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Department of Finance and Accounting, Asian Institute of Management, Manila 1229, Philippines
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Department of Information Systems, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo, Surabaya 60111, Indonesia
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Industrial Engineering Department, BINUS Graduate Program—Master of Industrial Engineering, Bina Nusantara University, Jakarta 11480, Indonesia
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Author to whom correspondence should be addressed.
J. Open Innov. Technol. Mark. Complex. 2021, 7(4), 211; https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7040211
Received: 29 June 2021 / Revised: 26 August 2021 / Accepted: 27 August 2021 / Published: 8 October 2021
The fashion industry has been continuously growing over the years, yet it is an industry that was greatly affected by the COVID-19 pandemic. The purpose of the study was to determine the factors affecting buying behavior of Filipinos towards clothing apparel during the COVID-19 pandemic. There were 457 respondents who voluntarily participated and answered an online questionnaire. Structural equation modeling (SEM) indicated that marketing mix was found to have significant effects on attitude, subjective norm, and perceived behavioral control, which subsequently led to purchase intention. In addition, the COVID-19 latent variable was found to have significant effects on self-perceived severity and self-efficacy, which subsequently led to attitude and purchase intention. Interestingly, marketing mix was found to have the highest effect on actual purchase, which indicated that innovation dynamics are the keys for the buying behavior. The SEM construct can be applied to determine the clothing apparel buying behaviors of consumers in other countries, particularly during the COVID-19 pandemic. Finally, advertisements, promotions, sales, and health safety should be considered as innovation dynamics during the COVID-19 pandemic. View Full-Text
Keywords: consumer behavior; fashion industry; COVID-19 pandemic; protection motivation theory; theory of planned behavior; innovation dynamic; open innovation consumer behavior; fashion industry; COVID-19 pandemic; protection motivation theory; theory of planned behavior; innovation dynamic; open innovation
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MDPI and ACS Style

Ong, A.K.S.; Cleofas, M.A.; Prasetyo, Y.T.; Chuenyindee, T.; Young, M.N.; Diaz, J.F.T.; Nadlifatin, R.; Redi, A.A.N.P. Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic. J. Open Innov. Technol. Mark. Complex. 2021, 7, 211. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7040211

AMA Style

Ong AKS, Cleofas MA, Prasetyo YT, Chuenyindee T, Young MN, Diaz JFT, Nadlifatin R, Redi AANP. Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic. Journal of Open Innovation: Technology, Market, and Complexity. 2021; 7(4):211. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7040211

Chicago/Turabian Style

Ong, Ardvin K.S., Maria A. Cleofas, Yogi T. Prasetyo, Thanatorn Chuenyindee, Michael N. Young, John F.T. Diaz, Reny Nadlifatin, and Anak A.N.P. Redi. 2021. "Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic" Journal of Open Innovation: Technology, Market, and Complexity 7, no. 4: 211. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7040211

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