Clothing Fit and Self: An Empirical Examination of Fit Factors and Self Evaluation Related to the Confident Clothing Decision and Psychological Well-Being

Consumers’ body image and perception of comfort are closely related to garment fitting, a primary factor in evaluating clothing performance and body comfort. This study uses self-discrepancy theory to examine how fit characteristics (fit preference and performance) affect consumers’ self-evaluations (self-schema, body satisfaction, and self-esteem) and psychological responses (confident clothing decisions and psychological well-being). Non-probability quota sampling was used for the quantitative research approach. A total of 502 data was collected, and SPSS and partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. The results of this study demonstrate that self-discrepancy mediates the relationships among self-schema, self-esteem, and body satisfaction, during consumers’ self-evaluation process and links up the influence of fit factors on their psychological responses. Additionally, Pearson χ2 tests and post hoc analysis confirmed a significant relationship between body characteristics (body size, shape, BMI) and fit preferences. Finally, the theoretical and practical implication of this study was presented.

Name thesis:degree_name

Master of Science

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Hospitality and Retail Management

Grantor

Texas Tech University

Year dc:date.issued

2023

Author dc:creator

• Hossain, Md. Jakir

Chair dc:contributor.committeechair

• Chang, Julie

Committee member dc:contributor.committeemember

• Jones, Robert

• Clothing fit
• self-discrepancy
• self-evaluation
• psychological well-being
• quantitative

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/2346/97080

OAI identifier oai:identifier

oai:ttu-ir.tdl.org:2346/97080