Abstract:
Aim The study aims to investigate the influence of subjective norms, self-image congruence and perceived behavioral control on the purchase intentions of foreign made clothes amongst Pakistani consumers. Methodology The objective of the study was achieved by administering a questionnaire and collecting data from consumers living in the twin cities, Rawalpindi and Islamabad of Pakistan. Total of 500 questionnaires were distributed with a response rate of 78%, resulting in sample of 384 respondents having different income and educational backgrounds. Findings This research findings based on in-depth statistical analysis showed that the buying intention for foreign made clothes is influenced by subjective norms, self-image congruence and perceived behavioral control which impact the purchasing behavior of consumer. Consumer attitude mediates the relationship in the understudied model.
