Impact of Personal Values on Ethical Fashion Purchase Intention: Mediating Effect of Product Involvement

The purpose of this paper is to assess the mediating role of Product Involvement in the relationship between Personal Values and Ethical Fashion Purchase Intention in the Apparel Industry of Pakistan. A Quantitative study approach was employed for this study and the data was collected from the university students. The questionnaire for Personal Values was adopted from (Dickson, 2000), Product Involvement from Kapferer Laurent, (1985/1986; 1993) and Ethical Fashion Purchase Intention from (Vitell, Singhapakdi Thomas, 2001). The sample consists of 600 individuals and AMOS (Ver. 22.0) was employed for the analysis. To the best of the knowledge of the authors, it is the first study of its kind to assess such variables and the results proves that, Personal values positively impact Product Involvement and individuals have a positive Intention to Purchase Ethical Fashion products when it comes to Personal Values. Yet the constraint of Product Involvement plays a vital role. Marketers can get to know whether their target consumers are prepared for Ethical Fashion Products. Furthermore, understanding the barriers of Product Involvement which impact Ethical Fashion Purchase Intention can help brands to set strategy accordingly.