International Conference on Economics, Finance & Business, Rome

ETHICAL OR STATUS CONSUMPTION? VALUES, PERSONALITY TRAITS AND SOCIAL NORMS IN THE INTENTION TO USE SMART CLOTHING

BELÉN MALDONADO-LÓPEZ, MARÍA ÁNGELES RAMÓN-JERÓNIMO

Abstract:

Illuminated costumes, solar fabric bags designed to charge mobile devices, and sweatshirts that display mobile phone information such as time, weather forecasts, and distance traveled are all examples of smart clothing. Although this concept is relatively new, the fashion industry has been focusing for several years on enhancing the functional properties of fabrics to integrate with wearable technology. This electronics-based approach has introduced new features by incorporating electronic devices into garments. However, these initial solutions face significant technical challenges that hinder the growth of this promising market. To address these challenges, the present study analyzes variables from the theory of planned behavior, alongside values, personality traits, ethical leadership, and intentions related to status consumption. The goal is to identify the factors that influence the intention to purchase smart clothing. For data analysis, the study employed Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate the mediating role of status consumption in the intention to use smart clothing, as well as the impact of green consumption values, the need for uniqueness, and peer influence on intention behaviors. These findings provide valuable insights for collaboration between textile and technology companies in designing smart clothing products and services and customer-oriented marketing strategies.

Keywords: consumer behaviour, smart clothing, personality traits, ethical leadership