Examining the Influences of Theory Reasoned Action towards Buying Fashion Branded Goods

Abstract

Malaysia’s main consumer market consists of three major ethnic groups that include Malay, Chinese, and Indian. Each ethnic group maintains their cultural traditions and values, including religion and languages that leads to heterogeneity in their behaviors and preferences. The theory of reasoned action explained the influential factors that include individual's attitude and subjective norm that affect intention and behavior. Hence, the purpose of this study was to examine whether the theory of reasoned action influences the buying behavior of female consumers in Malaysia towards buying fashion branded goods. A survey method was utilized in collecting the data. Questionnaires were distributed at random to females working at both public and private universities. Out of the 300 distributed questionnaires, 260 were returned and completed. Regression analyses were utilized to examine the influence of theory of reasoned action towards buying fashion branded goods.

The respondents’ attitudes significantly influenced their behavior towards buying fashion branded goods. The Regression analyses indicated there were differences by ethnic groups on beliefs, attitude, purchase intention and subjective norms. However, the Malaysian females were not highly influenced by their subjective norms. Results from the analyses partially supported the influenced of theory of reasoned action towards buying fashion branded merchandise.