Social values and fashion innovativeness
Abstract
This study was designed to explain the motivations of fashion innovators by providing further clarification of the relationship between social values and fashion innovativeness. Schwartz's theory of basic human values was used as a model to understand the values and motivations of fashion innovators within four broad groups of values - self-enhancement, openness to change, conservation, and self-transcendence. Additionally, the correlation between fashion innovativeness and the need for both uniqueness and social acceptance were tested. The results of the study found that self-enhancement values, openness to change values, a need for uniqueness, and a need for social acceptance were all positively correlated with fashion innovativeness.