Fashioning body positivity

: consumer perceptions and purchase behaviour in the realm of body positive fashion brands, considering body image and body acceptance

Abstract

The rise of the body positivity movement within the fashion industry causes shifting consumer beliefs and attitudes. Evaluating self-appearance and acceptance emerges as a compelling and integral facet of consumer behaviour in this context. Consequently, this dissertation aims to ascertain the influence of the type of advertisement (body positive vs. stereotypical) on consumer perceptions, and purchase behaviour toward brands. Additionally, it examines the moderating role of body image and the mediating role of body appreciation on the relationship between the type of advertisement and consumers’ perception and purchase behaviour. The results derived from an experimental study, indicate a positive impact of body positive advertisement on brand perceptions and purchase behaviour. With decreasing levels of body image, increased differences between stereotypical and body-positive advertisements emerge on perceived ethicality, purchase intentions, and WTP. Specifically, the positive effect on the variables is strongest at low levels of body image when presented with body positive advertising. However, body acceptance falls short in terms of mediating consumer perceptions and purchase behaviour. Yet, belief congruence has shown to be an alternate mediating factor that influences brand perceptions and purchase behaviour, advocating for aligning consumers' beliefs with advertising messages within the context of body positivity. These results yield insightful perspectives on purpose-driven branding and consumer behaviour, which highlights the influence of body positivity in advertising. Furthermore, it shows the interplay between the evaluation of one’s own appearance and decision-making, emphasizing the imperative for marketers to consider this aspect when developing campaigns targeted at final consumers.

Date of Award	31 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vera Herédia Colaço (Supervisor)