Consumer Behavior
Authors: Addie Martindale (Georgia Southern University) , Ellen McKinney (Iowa State University)
Participation in home sewing sewing is undergoing a resurgence in participation with a growing number of women choosing to sew their garments instead of buying readily available fast fashion. The purpose of this grounded theory study was to understand the current motivations of an ethnically diverse sample of women who sew garments for themselves. The in-depth interview data from 15 interviews revealed personal fulfillment to be the overarching reason for their sewing participation. Personal fulfillment was achieved through investment, control, and empowerment that provided the women with accomplishment, a creative outlet, and stress relief. Theoretical perspectives of prosumerism, craft consumer and do-it-yourself consumption uses and gratification theory were applied to better understand the motivations of these women to sew garments for themselves.
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How to Cite: Martindale, A. & McKinney, E. (2017) “Women's Motivations to Sew Clothing for Themselves”, International Textile and Apparel Association Annual Conference Proceedings. 74(1).