Attitudes Toward Imported and Domestic Apparel Among College Students: The Fishbein Model and External Variables

The purpose of this study was to test the role of external variables on attitudes toward imported and domestic apparel among college students by utilizing Fishbein's Attitude Model. External variables included demographics, clothing attitudes, students' self-perceptions, and level of fashion involvement. Data were obtained from a questionnaire that was completed by 741 students enrolled in randomly selected classes at a major Western university. Statistical analysis of results included t-tests, stepwise multiple regression, and stepwise discriminant analysis. The attitude toward imported clothing was influenced by the level of fashion involvement, the prestige clothing attitude, the social activities clothing attitude, and social acceptance, in that order of importance. The attitude toward domestic clothing was influenced by the level offashion involvement, social acceptance, the social activities clothing attitude, and the garment styling clothing attitude, in that order of importance. Overall, students indicated a more favorable attitude toward domestic apparel than imported apparel. Those who preferred imported apparel and those who preferred domestic apparel were identified. The prestige clothing attitude, age, race, and major appeared as discriminant variables between attitude toward imported clothing and attitude toward domestic clothing.