Modelling fashion clothing involvement among gay consumers in South Africa

This study examines fashion clothing involvement among gay men, who are an emerging segment in the fashion industry. Data was gathered via an online self-administered survey, resulting in 150 responses. SEM using the Smart PLS software, version 3, was used to test the hypotheses. The findings uncovered that fashion consciousness and consumer conformity significantly influence fashion clothing involvement, while social comparison, purchase involvement and social consciousness insignificantly influence fashion clothing involvement. In addition, the results revealed that fashion clothing involvement influences both consumer confidence and fashion opinion leadership. Fashion clothing involvement proved to be a positive and a significant mediator between fashion consciousness, social comparison, consumer conformity, purchase involvement, social consciousness, consumer confidence and fashion opinion leadership. This study stands to add new knowledge to the present body of fashion clothing involvement and consumer behaviour literature in Africa—a context that is often ignored by academics in developing countries.