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The purpose of this study is to explore and investigate the functional and aesthetic attributes of denim jeans and the perceptions and behaviours generated within the youth market. In order to understand the varied considerations a consumer makes in her purchasing decisions, and within a cross-national context, the countries of China and Canada were selected for the current study. The sample consisted of 247 Chinese women and 380 Canadian women. The results indicate that Chinese respondents were more concerned with the functional characteristics of denim jeans, whereas their Canadian counterparts focused heavily on their aesthetic appeal. It is also evident that social conformity played a significant role in the consumption of denim jeans among the Chinese, while self-expression/personal enhancement was more important to the Canadian consumers. The findings of this study provide insight and implications for fashion practitioners on future product design and development, and further research on this topic is recommended.
Rahman et al. (Sat,) studied this question.