The Influence of the Body Positivity Movement on South African female Generation Z apparel purchasing decisions

Abstract

The small-scale study investigated the influence of the Body Positivity Movement on South African female apparel purchasing decisions. The research specifically focused on South African female apparel purchasers and their purchasing journey, establishing whether a social movement, such as the Body Positivity Movement has the power to influence their buying journey and ultimately buying decisions. The Body Positivity Movement is becoming more present through apparel advertising. Thus, the inclusion of all body shapes and sizes through apparel advertising, is becoming crucial for apparel organisations, in order to attract consumers to the brand initially and assist in creating healthy customer relationships. This study reviewed various common themes surrounding Body Positivity and the influence of the social movement on the consumer buying process, by paying close attention to the process and the factors that influence a consumer to purchase from a given brand, taking into account their demographics. Currently, there is minimal literature available on the influence of the Body Positivity movement on apparel purchasing decisions. As the social movement continues to bloom, the gap in literature should be addressed. If there is a positive relationship and correlation determined, it could change the way apparel brands advertise. This study will assist in filling this gap by determining the influence of the Body Positivity Movement on apparel purchasing decisions, specifically amongst South African females that fall within the generation Z age group. In conclusion, by understanding and gaining insights into the influence of the Body Positivity Movement on apparel purchasing decisions, and the importance for more body inclusive advertising for apparel brands, one can determine the influence of the movement on female Generation Z apparel purchasers and in turn, this study can act as a crucial insight to apparel brands.