Buying beyond the binary: self-centeredness, need for uniqueness, and modular gender-neutral fashion purchasing

Purpose Gender-neutral (GN) apparel has moved from a niche proposition to a more visible retail strategy, yet fashion managers still have limited evidence on who buys modular GN apparel and why. Modular GN apparel is defined here as garments that are marketed independently of binary gender categories and incorporate adaptable or reconfigurable elements. This study examines whether self-centeredness is associated with consumers' purchase of modular GN apparel, whether this relationship operates through consumers' need for uniqueness, and whether it is stronger when consumers believe that purchasing such apparel can help challenge traditional gender norms. Design/methodology/approach Using an online survey of 400 Australian Gen Z and millennial consumers from Sydney and Melbourne, we estimate a conditional process model (PROCESS Model 14) in which self-centeredness is the trait antecedent, need for uniqueness (NFU) is the mediator, and perceived consumer effectiveness for challenging gender norms (PCE-CGN) moderates the NFU–purchase association. Age and gender are included as covariates. Findings Self-centeredness is positively associated with purchase of modular GN apparel. NFU partially mediates this association, indicating that uniqueness motives are more readily enacted in purchasing when consumers perceive normative impact. Consequently, the indirect association of self-centeredness with purchasing behavior is stronger when PCE-CGN is higher. However, a robustness check using PROCESS Model 15 did not support an additional X × W interaction, reinforcing the theorized second-stage moderation pattern. Practical implications Fashion managers can move beyond demographics by targeting segments characterized by stronger self-oriented dispositions, higher uniqueness-seeking tendencies and stronger beliefs that their purchase choices can contribute to challenging traditional gender norms. Communications should link self-expression to credible impact cues, while product and merchandising strategies should emphasize adaptable design, styling flexibility, and non-binary discovery pathways. Originality/value The study uses self-congruity as an interpretive lens to explain why a self-focused trait and a distinctiveness motive are associated with modular GN apparel purchasing. It also introduces a domain-specific efficacy belief, perceived consumer effectiveness for challenging gender norms, as a boundary condition on the uniqueness-to-purchase association.