The Impact of University Students' Clothing Attitudes on Economic Anti-Consumption and Selective Anti-Consumption

The purpose of this study was to investigate the impact of university students' clothing attitudes on economic anti-consumption and selective anti-consumption during periods of economic stagnation. With a survey was conducted using a convenience sampling method targeting students from D University in Seoul with a total of 144 respondents were analyzed. Factor analysis, reliability analysis, correlation analysis, t-tests, ANOVA, and multiple regression analysis were performed using STATA 17.0 software. In the context of university students' clothing attitudes, the economy was found to be statistically significant in relation monthly allowances and monthly clothing expenditures. Economic anti-consumption exhibited a significant associated with monthly allowances and clothing expenditures, while selective anti-consumption was significantly influenced by gender. Clothing attitudes, including economy, conformity, and trendiness, significantly influenced economic anti-consumption. Higher levels of economy and conformity along with lower levels of trendiness, were associated with increased economic anti-consumption behavior. Conspicuousness and trendiness were crucial factors for selective anti-consumption behavior, positively impacting it. By identifying the differential impact of university students' clothing attitudes on economic and selective anti-consumption, this study provides insights for revitalizing the apparel market and developing consumer education materials for university students in response to economic stagnation.