Male fashion leadership: Hedonic and utilitarian clothing shopping motivations within the South African context

ABSTRACT This study aimed to explore how male fashion innovators and opinion leaders differ regarding hedonic and utilitarian shopping motivations for clothing. The survey data were collected using an online self-administered questionnaire that was developed from existing scales. A total of 220 usable questionnaires completed by a purposive sample of male respondents residing and working in urban metropolitans around Gauteng, South Africa, were analysed. MANOVA tests were run to determine the differences between fashion innovators and fashion opinion leaders in terms of hedonic and utilitarian shopping motivations. The findings indicated that fashion innovators were significantly more motivated by hedonic shopping motivation, especially escapism, role, social, and idea shopping. Fashion opinion leaders, alternatively, were more motivated by efficiency shopping. Interestingly, achievement shopping motivation was the most influential shopping driver for both fashion opinion leaders and fashion innovators.