Akademik Veri Yönetim Sistemi
TEKSTIL VE KONFEKSIYON, cilt.35, sa.1, ss.64-75, 2025 (SCI-Expanded)
This research aims to investigate the relationships between some values (environmental, hedonistic, utilitarian), uniqueness desire, and the intention to purchase customized clothing through the mechanism of attitude towards customized clothing. This quantitative research uses a questionnaire to obtain survey data from 1052 respondents in cities in Turkey. Structural equation modelling was used to test and validate the scale validity and relationship of the proposed model. As a result of the research, the following results were obtained. Utilitarian and hedonic values are positively related to attitudes towards customized clothing. In addition, attitudes towards customized clothing positively affect purchase intention. However, environmental values and desire for uniqueness do not have a significant effect on attitudes towards customized clothing. The research suggests marketing strategies to stimulate the intention to purchase customized clothing through advertising that emphasizes utilitarian and hedonic values, such as the pleasure of using customized clothing.