Exploring consumer psychology and purchase intent for newly arrived apparel in retail establishments: A gender-moderated study

The apparel retail industry is highly competitive, where consumer purchase decisions are affected by the interplay of attitudinal, social, and psychological factors. New arrivals in retail stores function as a critical stimulus, yet psychological factors of consumer intent in this specific context remain understudied. This study examines consumer psychology and purchase intent for new arrivals in apparel retail stores. It adopts the theory of planned behaviour (TPB) as the theoretical framework, incorporating consumer attitude, subjective norms, and perceived behavioural control. Additionally, fashion consciousness and hedonic value are considered as explanatory variables. The study also explores the moderation effect of gender on these relationships.The study used judgmental sampling to approach individuals from 50 retail stores. Structural equation modelling examined variable associations. Gender moderates these relationships, as the study shows. These findings aid retailers and the TPB model.