Consumer Behavior

Investigating Generation Y Men's Clothing Behaviors: The Role of Body Dissatisfaction

  • Jihyun Sung (Colorado State University)
  • Ruoh-Nan Yan (Colorado State University)


This study aims to investigate the relationship between self-esteem and body dissatisfaction and how body dissatisfaction impacts clothing image avoidance and appearance management among men in Generation Y. Menswear market has been growing recently which suggests that more men have become interested in clothing; however, most studies focused on women's body-related issues and their clothing behaviours, with little inclusion of the male population. Also, Generation Y consumers have spent considerable money on buying clothing compared to other generations. In this study, Three factors emerged from the body dissatisfaction measure, including body dissatisfaction-weight (BD-weight), body dissatisfaction-muscle (BD-muscles), and body dissatisfaction-height (BD-height). Results showed that self-esteem negatively influenced BD-weight, BD-muscles, and BD-height. All the three factors also positively influenced clothing image avoidance; however, only BD-muslces and BD-height influenced appearance management.

How to Cite:

Sung, J. & Yan, R., (2017) “Investigating Generation Y Men's Clothing Behaviors: The Role of Body Dissatisfaction”, International Textile and Apparel Association Annual Conference Proceedings 74(1).

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Published on
01 Jan 2017
Peer Reviewed