Forecasting Consumer Behavior Towards Saudi Identity-Influenced Fashion: An Application of the Theory of Planned Behavior

Abstract

This study aimed to examine the predictive ability of consumers' behavioral intention towards fashion associated with the Saudi identity, and if modifying their behavior by strengthening the Saudi identity is possible. The questionnaire-based study utilized a descriptive approach to collect data on social variables and surveyed 218 Saudi and 56 non-Saudi individuals. The questionnaire had three axes: consumer identity in fashion, consumer awareness, and preserving fashion associated with the Saudi identity. The study found that nationality, gender, region, monthly income level, and educational level had a statistically significant effect on the dimensions of the study, except for age. The first hypothesis of the study, which suggested a positive and statistically significant correlation between the dimensions of the study and each of the nationality, gender, age, region, monthly income level, and educational level at (0.05), was confirmed. These results suggest that different levels of these variables can influence consumers' attitudes towards behavior, including their emotional connection to the Saudi identity and the extent to which it affects their retention of fashion. Furthermore, social pressure can also influence the consumer's behavior, and strengthening the Saudi identity can enhance the behavior. Therefore, the study suggests that there is potential to modify consumer behavior by reinforcing the Saudi identity in fashion.