Predicting Clothing Behaviors of Generation Y Men through Self-Esteem and Body Dissatisfaction

Ruoh-Nan Yan, Jihyun Sung

Research output: Contribution to journalArticlepeer-review

Abstract

This study investigated how various dimensions of body dissatisfaction of men in Generation Y (i.e., body dissatisfaction-weight, body dissatisfaction-muscles, and body dissatisfaction-height) influenced their clothing related behavioral responses,<br>including clothing image avoidance and clothing purchase behavior. Self-esteem was included as a predictor variable for the three dimensions of body dissatisfaction. Data were collected through an online survey from heterosexual Generation Y men. Results indicated that self-esteem negatively influenced the three dimensions of body dissatisfaction differently; only the body dissatisfaction-weight dimension influenced men’s clothing image avoidance and clothing purchase behavior, when controlling for body dissatisfaction-muscles and body dissatisfaction-height. The findings were discussed, and implications were provided in the current study.<br><br>
Original languageEnglish
Pages (from-to)1-14
JournalFashion and Textiles
Volume7
Issue number10
StatePublished - 2020

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