Evaluation of the socio-cultural factors influencing Ghanaian Generation Y’s attitudes and purchase intentions towards domestic and imported clothing brands

This research examined the differences in attitudes, purchase intentions, consumer ethnocentrism, and purchasing behaviour of Ghanaian Generation Y (Gen Y) towards domestic and imported clothing brands across Ghana’s primary ethnic groups (Akan, Ewe, Ga, and Northern). The research comprised three studies using a mixed sequential explanatory design that prioritised the quantitative method over the qualitative. Grounded in the stimulus-organism-response (S-O-R) framework (Mehrabian & Russell, 1974) and a questionnaire (n = 408), Study One explored the differences in attitudes and purchase intentions among ethnic groups towards Chinese and Ghanaian clothing brands. Additionally, Study One examined the direct impact of attitude, self-identity, social identity, and subjective norms on purchase intentions. A paired samples t-test in Study One indicated that Gen Y consumers considered comfort, quality, and durability as significant attributes in their clothing purchases. The t-test suggested that consumers maintained more favourable attitudes towards Ghanaian clothing brands compared to Chinese ones. A one-way ANOVA revealed that the Ewe ethnic group regarded the country of origin attribute as more important than the Ga group. Study One controlled for gender and pocket money, and an independent t-test indicated no differences in attitudes between females and males. Consumers with low and high pocket money found that good value for money, good quality, attractiveness, and durability were more significant than those with a medium amount. A paired samples t-test indicated that Ghanaian Gen Y consumers had more favourable purchase intentions towards Ghanaian clothing brands than towards Chinese brands, and this difference was significant. A structural equation modelling (SEM) analysis revealed that subjective norms had the strongest effect on purchase intentions towards Ghanaian clothing brands, followed by self-identity and attitudes. The effect of social identity on purchase intentions was negative, but it was significant across all ethnic groups. In all ethnic groups, the effects of attitudes and subjective norms were positive and significant, while the effect of self-identity on purchase intentions was insignificant in the Ga and Northern ethnic groups. Pocket money significantly influenced purchase intentions only in the Northern group, while the effect of gender was insignificant across all ethnic groups. Study Two employed semi-structured interviews (n = 16) to collect qualitative data explaining the differences among the ethnic groups. The interview results suggested that consumer ethnocentrism and a sense of ethnic pride underpinned Gen Y’s attitudes, self-identity, social identity, and subjective norms. Consequently, quantitative data were collected through a self-completed questionnaire (n = 316) in Study Three to determine whether differences existed among the ethnic groups in terms of consumer ethnocentrism. A one-way ANOVA revealed that the Ga group exhibited the strongest consumer ethnocentrism, followed by the Northern and Akan groups, with the Ewe group showing the lowest level of consumer ethnocentrism. Another one-way ANOVA suggested no differences in consumer ethnocentrism between Gen Y men and women. A one-way ANOVA revealed that Gen Y with low pocket money exhibited the strongest consumer ethnocentrism, followed by those with high pocket money. The Ghanaian Gen Y with a medium level of pocket money displayed the lowest consumer ethnocentrism. Structural equation modelling (SEM) indicated that the direct effect of consumer ethnocentrism on purchase behaviour was significant only for the Northern group. Additionally, only a sense of pride mediated the relationship between consumer ethnocentrism and purchase behaviour, while attitude had no effect. This research fills a gap by utilising the S-O-R framework to explore differences in attitudes and consumer ethnocentrism across ethnic groups in a multiethnic country like Ghana. Thus, it will provide deeper insights into the underlying reasons that dictate the differences among ethnic groups and the Gen Y consumer cohort. The research will help local firms reevaluate their brands, adopt ethnic approaches, and compete effectively with foreign ones.