Wearing Is Caring: An Investigation of the Adoption of Black Lives Matter Apparel and Accessories by Non-Blacks

IF 2.4 4区管理学 Q3 BUSINESS

Clothing and Textiles Research Journal Pub Date : 2022-12-26 DOI:10.1177/0887302X221147828

Olivia Johnson, Delisia Matthews, S. Patwary, Mariam D. Diallo

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引用次数: 0

Abstract

Social movements that involve a variety of individuals from various backgrounds, such as Black Lives Matter, have made social justice (SJ) a prominent factor when purchasing. Although clothing is an influential communication tool and identity construction mechanism, very little research has explored the relationship between dress and SJ activism. Using Identity theory, this study proposed a model of non-Blacks’ adoption of BLM apparel/accessories which included repurchase intention and need for uniqueness as a moderating factor. The model was verified using structural equation modeling for the data obtained from a sample of 405 non-Black participants who purchased BLM apparel/accessories in the past 12 months. The results show a positive relationship exists between SJ commitment and SJ social identity salience and identity salience positively influences SJ behavior. The study also validated that SJ behavior positively influences repurchase intention. The findings improve our understanding of the motivations of non-Black BLM supporters.

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穿着就是关怀:非黑人对黑人生命问题服装和配饰的采用调查

诸如“黑人的命也是命”(Black Lives Matter)等不同背景的个人参与的社会运动，使社会正义(SJ)成为购买时的一个突出因素。虽然服装是一种有影响力的沟通工具和身份建构机制，但很少有研究探讨服装与SJ行动主义之间的关系。本研究运用认同理论，提出了非黑人购买BLM服装/配饰的模型，其中回购意愿和独特性需求作为调节因素。通过结构方程模型对405名在过去12个月内购买BLM服装/配饰的非黑人参与者的数据进行验证。研究结果表明，大学生社交承诺与大学生社会身份显著性之间存在显著的正相关关系，身份显著性对大学生社交行为有显著的正向影响。本研究也验证了SJ行为对回购意愿的正向影响。这些发现提高了我们对非黑人BLM支持者动机的理解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Clothing and Textiles Research Journal Multiple-

CiteScore

5.30

自引率

5.30%

发文量

期刊介绍： Published quarterly, Clothing & Textiles Research Journal strives to strengthen the research base in clothing and textiles, facilitate scholarly interchange, demonstrate the interdisciplinary nature of the field, and inspire further research. CTRJ publishes articles in the following areas: •Textiles, fiber, and polymer science •Aesthetics and design •Consumer Theories and Behavior •Social and psychological aspects of dress or educational issues •Historic and cultural aspects of dress •International/retailing/merchandising management and industry analysis