The impact of buying intention of global fashion on local substitute: The role of product design and price

In a competitive environment, the relationship between global and local fashion in shaping consumption behavior is under question. This study explores the antecedents of consumers' purchasing intentions for local fashions, mainly considering buying intentions for global alternatives, price, and product design while controlling for age, income, gender, geographic location, and occupation. We discovered that consumers’ buying intentions for global fashion harm their intent to buy local substitutes, based on a non-probability survey of 260 young adults and hierarchical multiple regression analysis. We associate these findings with cultural identity theory, social identity theory, ethnocentrism, substitute versus complementary concepts, and cue utilization theory. International marketers can devise marketing strategies referring to these findings.