Vanity sizing, body image, and purchase behavior: A closer look at the effects of inaccurate garment labeling

<p>The purpose of this study was to investigate satisfaction of current ready-to-wear garment sizing and fit, consumer knowledge of vanity sizing, and how these variables affect body image and/or purchase behavior at retail. Survey Monkey distributed the questionnaire to 485 registered female students attending a Midwestern regional state university. Seventyeight participants began the survey, with 63 students completing the entire questionnaire. Results indicated that consumers are mostly satisfied with garment sizing and fit. They are aware of vanity sizing usage within the apparel industry; however, this does not affect their purchase behavior at retail. Since consumers are aware vanity sizing is being used, this knowledge can be factored in when shopping. Results also indicated that the garment label sometimes affected personal body image perception. Body cathexis was measured with the use of the Body Area Satisfaction Scale (BASS) and indicated that participants on average are satisfied with their bodies.</p>

Name thesis:degree_name

Master of Science (MS)

Level thesis:degree_level

Open Access Thesis

Discipline thesis:degree_discipline

Technology Studies

Year dc:date.available

2010

Author dc:creator

• Weidner, Nicole Lynn

Contributors dc:contributor

• Dr. Subhas Ghosh, PhD., Chair
• Julie Becker, MA
• Dr. Sema Kalaian, PhD.

• inaccurate garment labels
• vanity sizing
• body image
• purchase behavior
• garment sizing
• self-image
• Sociology

Repository record dc:identifier

https://commons.emich.edu/theses/275

OAI identifier oai:identifier

oai:commons.emich.edu:theses-1274