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Clothing and Textiles Research Journal
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Theory of Reasoned Action

Purchase Intention of Young Consumers

Bonnie D. Belleau

Louisiana State University, Baton Rouge, hcbell{at}lsu.edu

Teresa A. Summers

Louisiana State University, Baton Rouge, tsummer{at}lsu.edu

Yingjiao Xu

Ohio University, Athens, xuy{at}oak.cats.ohiou.edu

Raul Pinel

Louisiana State University, Baton Rouge, rpinel{at}agctr.lsu.edu

The approximately 60 million members of Generation Y are a major force in the consumer marketplace and represent a significant behavioral shift. To develop the broad, multifaceted advertising strategy necessary to reach them, more information is needed to characterize their purchase intentions. This study determines whether the theory of reasoned action can be used as a prediction tool in examining the purchase intention of a selected consumer group and product, Generation Y consumers and fashion merchandise made of emu leather. Respondents' attitudes significantly influenced their purchase intention: The more favorable the respondent's attitude, the higher the purchase intention. Subjective norm and other external variables had no influence on this group's purchase intention. The results partially support the theory of reasoned action as a prediction tool in examining purchase intention of a consumer product. This information is important to the emu leather industry, which may want to target Generation Y consumers.

Key Words: theory of reasoned behavior • purchase intention • young consumers

Clothing and Textiles Research Journal, Vol. 25, No. 3, 244-257 (2007)
DOI: 10.1177/0887302X07302768
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