Source characteristics, attitude, and purchase intention toward fashion product with inclusive advertising

Abstract

This research was conducted in a quantitative manner. The research objectives were to explore and to test the relationships of source characteristics, attitudes toward inclusive advertising of fashion products and purchase intention toward fashion product with inclusive advertising among generation Z and Y with an inclusive model, Asianna Scott as a research subject. 213 respondents were acquired in total. The findings showed that Miss Scott received a positive score in all characteristics. The respondents indicated that they would have a positive attitude toward inclusive fashion advertising. The respondents also revealed that they would have a positive purchase intention toward fashion product that featured inclusive fashion advertising as well. In terms of relationships between variables, there were positive relationships among every variable. the findings were discussed further in more detail in this study.