FACTEURS CLES SUR LE CHOİX DU TİSSU "PAGNE" PAR LES FEMMES AFRİCAİNES

Abstract

: The loincloth ("Pagne") is a fabric of cultural identity worn in Africa by several Africa women. In this research, the article shows the factors that affect the behavior of African women to the preference of this "loincloth" fabric. To achieve our research objective, we raise a general question: What factors influence the clothing behavior of African women in favor of the loincloth? . In this context, we clarify the factors that influence the choice of African women to the fabric commonly called "lioncloth." In the literature review of our article, its various factors influence purchasing and consuming behavior examine. The responses obtained, resulting from field research, were interpreted using data from a sample of seventy (70) women. Thus, the results focus on socio-cultural factors, psychological factors, and personal factors in this article. This survey revealed that most African women wear the fabric "loincloth" to enhance their culture and their origin. However, they adapt to the dress style also in the country in which they reside. But we can also underline that the youngest prefer western fashion very frequently for their youthful countenance, and those slightly older wear much this "loincloth" fabric. In summary, socio-cultural, psychological, and personal factors influence African women to prefer this fabric to promote their cultural identity.