Factors Influencing Consumers Purchase Intention towards Cultural Fashion Clothes in Addis Ababa, Ethiopia

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Addis Ababa University


This research focused on factors that may influence consumers’ intention to purchase cultural fashion clothes in Addis Ababa. Factors examined are consumers’ fashion involvement, consumers’ value consciousness, past experience, social status and consumers’ attitude. All responses were collected from all customers and potential customers of cultural fashion clothes in Addis Ababa by using questionnaire through convenience sampling (n=305). Data was analyzed to obtain descriptive statistics, normality test, reliability test and comparing mean analysis (i.e. independent t-test and ANOVA) and other analyses (i.e. correlation analysis and multiple linear regressions). According to the study findings, all five factors were identified as critical factors that consumers of cultural fashion clothes perceive to be important in influencing their purchase intention towards cultural apparels. The Finding of the study also shows that there is a significance difference between consumers of cultural fashion clothes who belongs to different age groups with regard to social status and consumers’ attitude. Fashion involvement, social status, and consumers’ attitude perceived differently among different respondents with different income group. Those respondents who have masters and above give more attention to fashion involvement and past experience when they buy cultural fashion clothes in Addis Ababa. This result indicates that pas experience and consumers’ attitude were perceived to be important in forming purchase intention by female consumers than male cultural cloth fashion consumers. Except value consciousness all other factors were perceived differently across different employment groups. The researcher recommends that all factors are critical in influencing consumers purchase intention towards cultural fashion clothes so that all parties involved in producing these products should give a due emphasis for all factors and consumer’s attitude as it is the one with the highest effect



cultural fashion clothes, consumer perception, purchase intention