Social and Psychological Aspects

Identifying the Relationships Between Retail Therapy (Rt), Exercise, and Physical Fitness

  • Jeong-Ju (Jay) Yoo orcid logo (Baylor University)


The goal of study is to identify the effect of retail therapy (RT) based on college students’ reasons for exercising and perceived physical fitness. A total of 204 usable responses were collected from female college students The results revealed a significant relationship between RT, appearance/weight-related exercise and perceived fitness. Retailers need to incorporate shopping strategies for body-conscious women to reduce their negative mood and provide merchandise that will make them feel better about their bodies. For example, one strategy may involve portraying images of women who engage in exercise. Another strategy might include the use of merchandise displays that show ‘clothing for camouflage purposes,’ such as avoiding tight-fitting garments on a mannequin to alleviate weight-related stress and increase body-fit perceptions. Exercise and shopping are practiced by all age groups; therefore, this study should be replicated with an older demographic and with diverse ethnic backgrounds in order to generalize the findings. 

Keywords: Retail Therapy, Exercise, Physical Fitness, Body Image

How to Cite:

Yoo, J., (2022) “Identifying the Relationships Between Retail Therapy (Rt), Exercise, and Physical Fitness”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi:



Published on
15 Sep 2022
Peer Reviewed