Influence of Social and Psychological Factors on the Selection of Clothing among Female

Students of Takoradi Polytechnic

Introduction

Clothing forms an important part of everyday consumption decisions and is a central

component of all daily events. When associated with fashion, it can be expressed as a way of life

that revolves around activities and interests, and relates to self-expression and covering of the

body (Davis, 1992). Clothing is used not only to change body image but to transform body

appearance.

The origin of clothing remains unresolved, however, from ancient times till today people

have worn clothing right from cradle to the grave. Among the plethora of researches, Ross

(2008) confirmed that clothing has a long history dating back from 540,000 years ago, during the

Paleolithic era. In spite of its numerous origins, it has been concluded that some of the first body

coverings resembling clothing were in the form of fur, leather, leaves or grass (presumably worn

for warmth). These coverings are thought to have been worn about 30,000 years ago during the

Old Stone Age in Russia. These early coverings must have been simply draped on the body and

are presumed to have been transformed into tailored garments about 25,000 to 40,000 years ago,

during the Aurignacean period. In subsequent periods and eras, different natural and artificial

fibres have been discovered to have been used as clothing for different purposes in different

countries (Jeong & Park, 2010).

Eventually, earlier prehistoric discoveries brought the emergence of spinning, knitting,

weaving and other processes to produce textile fabrics that are sewn to fit the body in

contemporary styles (Choi & Ferle, 2004). Similarly, in Ghana, the most elaborate clothing worn

during celebrations and festivities, for instance, “kente”, “adinkra” and “fugu”, evolved from
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simple materials in the environment. These materials include raffia, leather, cotton and beads

(Quarshie, 2012). In line with the above, it is clear that the history behind the origin of clothing

is different in every culture or society, yet it is important to note that clothing from which ever

origin symbolises the material culture and identity of a society.

Cultural values and social notions of decency and morality of every society also influence

societal clothing pattern and style. These notions of decency change over time within a single

culture or society. Related to these changes which happen over time are the shifts in focus on

different areas of the body deemed attractive or sexually appealing (Barnard, 1996; Jung, Lenon

& Rudd, 2001). Also, in every society what is considered modest/immodest might vary

according to situations. For example, what might be considered modest in a vacation setting

would likely be immodest in a business setting. Hence, fashion may have an important role in

facilitating the social acceptance of clothing items once considered immodest.

In recent times, the trend of fashion grip appears to be changing. Clothing fashion

appears to be affecting all categories of people in different ways. Also, the combination of

technological advancement and creative abilities of clothing designing appears to be making

great success in the production of clothing that are attractive to all categories of people.

Consumers in turn, select these fashionable clothing to identify and distinguish themselves from

others, negotiate their public images, manage appearance and to balance their sense of affiliation

and autonomy (Banister & Hogg, 2004; Michaels, Barr, Roosa & Knight, 2007).

In the selection of clothing, two main factors, namely, social and psychological factors

have been found to influence most consumers (Meyer & Anderson, 2000). Apart from social and

psychological factors, other factors that have been found to have strong influence in selection of

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clothing are cultural and environmental factors. The cultural factor focuses on the selection of

clothing based on the customs and values of a group of people. Similarly, Weber (as cited in

Kiran, Riaz & Malik, 2002) was of the view that clothing styles associated with either sex

evolved out of customs, traditions, religion, work and leisure activities.

Culturally, Ghanaians uphold modesty in dressing. To this end the younger generation is

constantly taught by the older ones to express this cultural value of modesty in their selection of

clothing. However, in recent times there has been steady erosion in the culture of decent

clothing behaviour among the youth. The older generation attributes this clothing behaviour to

the influence of media exposure comprising films, music videos, magazines, newspapers, fashion

magazines and the internet. As a result of media influence, many female students in tertiary

education have inculcated the habit of indecent clothing behaviour including the wearing of tight,

short and revealing clothing which expose some private parts of their bodies in the name of

fashion (Quarshie, 2012).

Indeed, the clothing behaviour of these students has been frowned up-on by the older

generation because it is generally believed that it does not portray Ghanaian dress cultural

practices and rather leads to sexual abuse of adolescent girls. Conclusively, this emerging

clothing behaviour debases Ghanaian culture and leaves much to be done to maintain the cultural

values of Ghanaians.

Statement of the Problem

Every society has its dress culture which constitutes acceptable way of dressing. Hence,

every dressing that deviates from the one acceptable to the society, especially as it affects the

moral standards or judgment of the society is considered to be inappropriate. In recent times,

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various media have raised issues on indecent clothing behaviour among adolescents in Ghana

(Quarshie, 2012). According to Quarshie (2012), most stakeholders in the clothing and textile

industry have call on researchers to look at the various factors underlying the selection of

clothing among adolescents.

Some parents have also complained that the sight of seeing their adolescent girls

modestly dressed has eluded them because their daughters refuse to wear clothing that their

parents have purchased for them (Roy & Goswami, 2007). Upon further inquiry to the

aforementioned complain, some adolescent female students living in the researchers community

in Sekondi-Takoradi Metropolis, Takoradi Polytechnic community to be precise, revealed that

they refused to wear clothing purchased by their parents because these clothing did not

correspond to the clothing worn by their peers. For this reason, many female adolescent students

within the polytechnic community have resorted to selecting their own clothing and wearing

clothing which are generally considered indecent in the Ghanaian society. Thus, it has become

very common to see female students with or without their peers shopping for clothing in various

clothing outlets. The question then is, what social and psychological factors do these adolescent

girls consider before selecting their preferred clothing?

According to existing literature, the concepts of social factors, psychological factors and

selection of clothing have been investigated independently (Choi & Ferle, 2004; Jung et al.,

2001; Michaels et al., 2007). This study however seeks to examine the influence both social and

psychological factors have on adolescent female students in Takoradi Polytechnic in the

Sekondi-Takoradi Metropolis with regard to the selection of their clothing.

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Purpose of the Study

This study investigated the influence of social and psychological factors on the selection

of clothing among Takoradi Polytechnic female students in the Sekondi-Takoradi Metropolis to

establish the rationale for the current dressing behaviours of polytechnic female students in the

Metropolis.

Research Questions

1. From what sources did the female students acquire clothing information to guide the selection

of their clothing?

2. To what extent do social and psychological factors influence the selection of clothing among

female polytechnic students?

Significance of the Study

The findings of this study offer readers a better understanding of social and psychological

factors that influence the selection of clothing among female polytechnic students, and place

them in better position to encourage female tertiary students to select and wear clothing that

reflect the culture of modesty in Ghana. Furthermore, findings of this study will be useful

particularly to Clothing and Textiles and Sewing teachers in educating students about factors of

clothing selection, and clothing values. Researchers who decide to undertake further

investigation on related topics would also have literature to build upon.

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Scope of the Study

Specifically, the study covers female students in Takoradi Polytechnic in the Sekondi-

Takoradi Metropolis. Ideally the study should have had a nationwide coverage, however, it was

delimited to female students in Takoradi Polytechnic. Therefore, findings from this study cannot

be generalised to all female students in tertiary education. In spite of this constraint, it is hoped

that the findings from this study would be objective enough to be used as a basis for further

research work. Due to time constraints, not all female students in the study institution

participated in the study and not all factors of clothing selection were studied.

Review of Related Literature

Clothing items are products with symbols associated with them. Both intrinsic and

extrinsic attributes of clothing affect the emotional and psychological development of

individuals, hitherto female students select clothing with attributes that reflect their preferences.

Although, female students are influenced by social and psychological factors, information

sources, type of store and patronage play a significant role in the selection of their clothing (Choi

& Ferle, 2004). According to Moschis (1992), consumer socialisation research identifies mass

media as one of the major socialisation agents influencing the consumer behaviour of the youth.

Similarly, Shim and Kotsiopulos (1992) model identifies media as major source of information

with regards to clothing selection of consumers. According to Shim and Kotsiopulos, media is

one of the major sources of information with regards to clothing selection, that directly assist the

youth to be abreast with trends of clothing available on the market.

According to Schaefer, Parker and Hermans (2009), most young people are constantly

influenced by similar sources of clothing information that eventually have impact on their

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selection of clothing. Problems that are likely to occur with the influence of these source includes

parents/guardians inability to fund what their peers prescribe, clothing advertised by the media

may be against school dress code or Ghanaian dress code which leads to the possibility of

indecent dressing and parents/ guardians may not agree with respondents on the clothing they

desire to select. It can be deduced that most youth are strongly influence by the idea of feeling

good among peers. Feeling good among peers according to Losh (2003) entails wearing clothing

that does not deviate from what one’s peers wear.

The discussions so far show that most female students in third world countries and even

in developed countries cloth selection is influence by both social and psychological factors.

Fashionability values for example are normally expressed when adolescents select clothing with

attributes such as a good fit that accentuate their figure types or colours that are bright for social

activities (de Klerk & Tselepis, 2007). The assertions of the authors is been enhance in the

conceptual framework. The framework tries to presents the dynamics and associations of the

variables considered in the study.

Conceptual Framework

As presented in the Figure, the conceptual model takes a holistic approach to investigate

the social and psychological factors of selection of clothing among female students within

Takoradi Polytechnic community. The framework focuses on social and psychological factors,

clothing information sources, clothing attributes and how their interaction determines the

selection of clothing. In consonance with Meyer and Anderson (2000) the first component of the

model identifies social factors of family, peers and media. In all stages in life, individuals are

influenced by their family members in their selection of clothing because clothing selected

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communicates the family’s status, beliefs, norms, values and cultural background among others.

Research has shown that the youth first look to parents for social cues, and then as they grow,

peers become more and more influential on decisions including apparel purchases (de Klerk &

Tselepis, 2007). Also, peer groups and media, which are tools for the transfer of information,

communication and entertainment, are considered significant factors that impact many decisions

we make including the decision to select a particular clothing (Quarshie, 2012).

Clothing Attributes
Social Factors
(Fit, colour, style, brand,
Peers price/cost, durability,
Media fashionability, type of
Family fabric

Clothing

Selection
Psychological Factors Clothing Information
Sources
Body image
Self esteem (Media, peers, family
Body dissatisfactions members, fashion, leaders,
sales persons, store
displays)

Figure 1: Influence of social and psychological factors on Takoradi Polytechnic students’

cloth selection
Source: Authors’ own constructs.

The basic perception individuals have about themselves determines their level of self-

concept. Psychological factors relating to self-concept were considered in terms of self-esteem,

body image and body dissatisfaction. Self-esteem is the individual’s global positive or negative

attitude toward himself or herself. Body image is a person’s perceptions, thoughts, and feelings

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about his or her body (Thompson & van den Berg, 2002) and body dissatisfaction, is how

individuals feel about their bodies, that is if they perceive their body to be attractive or otherwise

(Barker & Galambos, 2003). In all, these components of self-concept determine the type of

clothing to select.

The third component of the model identifies the various clothing information sources

female students acquire information to aid their selection of clothing. The fourth component of

the model recognises clothing attributes and values considered during selection of clothing. The

model brings to bare some critical clothing attributes and values female students consider before

selecting a clothing item. These attributes include colour, style, fit, price, brand, durability,

fashionability and type of fabric. However, preference for items of clothing may depend on the

joint influence of several clothing attributes and values that play an important guiding role in the

selection of clothing.

The study is of the view that social and psychological factors of female students in

Takoradi Polytechnic do influence their clothing selection, but the study is convinced that this

influence becomes more potent and strong when clothing information sources and clothing

attributes are first of all, known to students. In other words, female students who know the

various clothing attributes and clothing information sources are likely to develop and improve

their social and psychological attributes in clothing selection which will in turn boost their

clothing selection significantly. This influence can be long-lasting and almost permanent.

Methodology

The study employs the descriptive survey design. This design offers the opportunity to

describe characteristics of female students, social and psychological factors they consider in the

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selection of clothing, and determines other predominant factors behind their selection of

clothing. The population for the study was all female students in Takoradi Polytechnic during the

2013/2014 academic year. According to statistics received from Students Affairs section of the

polytechnic, the total population of female students in the institution offering Higher National

Diploma/Degree programmes during the 2013/2014 academic year was 5926 (Takoradi

Polytechnic, 2014).

Sample and Sampling Procedure

The sample size for the study was 595. The lottery method of simple random sampling

procedure was used to select the sampled 595 female students offering tertiary education

(HND/Degree). The sample size used was based on the recommendation of Malhotra and Birks

(2007) who assert that in a descriptive study a sample size of 5% - 10% of the population is

appropriate and representative enough. All the female students had equal chance of being

selected for the study.

Instrument

Being a descriptive survey, the questionnaire was used as the most appropriate instrument

to gather research data. The researchers were aware of the disadvantages in using this type of

instrument especially as regards the return rate (Malhotra & Birks, 2007). The choice for the

questionnaire however stemmed from the ease with which the respondents could complete them.

The questionnaire was made up of six sections: A, B, C, D, E and F. Section A dealt with

background characteristics of respondents. Section B, C, D, E and F dealt with social factors in

cloth selection, psychological factors in cloth selection, sources of clothing information, cloth

attributes, and cloth selection respectively. Most of the items adopted a five-point-Likert scale

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such that one (1) represents the least agreement to the items while five (5) represents the

strongest agreement to the items. The questionnaire was tested for its internal consistency using

Cronbach’s alpha with a reliability coefficient 0.79. This according to Ary, Jacobs, Razavieh and

Sorensen (2006) is high and satisfactory.

Data Collection Procedure

Prior to the administration of the questionnaire, the Registrar of the polytechnic was

written to for permission to carry out the study in the institution. The researchers self-

administered the questionnaires. Upon arrival in the polytechnic, the heads of the various schools

and departments of the polytechnic were informed about the study. Having sought the consent of

management, the questionnaires were given out to the selected female students. They were asked

to complete the questionnaires immediately after school hours in order not to disturb

instructional time. Completed questionnaires were retrieved on that same day. A total number of

489 questionnaires were retrieved resulting in 82.3 percent response rate.

Data Analysis

The statistical computer programme used for the questionnaire data analysis was

Predictive Analytic Software (PASW) for Windows Version 18.0. Specifically, percentage, mean

and multiple regression analysis were the main statistical tools used to analyse the data obtained

from the field.

Results and Discussion

The results were analysed first by examining the sources from which female students in

the polytechnic acquire clothing information to guide the selection of their clothing. Secondly,

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the study looked at the influence social and psychological factors have on students clothing

selection. The results are presented in Tables 1 and 2 respectively.

Sources from which female students acquire clothing information to guide the selection of

their clothing

The rationale for this question was to know the various sources of clothing information

that influence the selection of clothing of female students. In order to answer this question, six

items with five-point Likert scale respond were used to elicit data on the issue at hand. The

mean, frequency and percentage distributions of the responses are presented in Table 1.

Table 1: Sources of Clothing Information

Sources of Information Responses Mean
SA A N D SD
% % % % %
Television, fashion magazines, video clips, internet
etc. are the various sources I derive information
from before I select my clothing (Media) 64.7 31.9 2.8 0.0 0.6 4.6
I get information from my peers before I select my
clothing (Peers) 22.5 41.7 33.1 2.8 0.0 3.8
My parents/ guardians provide me with information
concerning clothing before I select my clothing
(Parents/ Guardians) 25.8 33.9 27.5 6.7 6.1 3.7
Fashion leaders inform me of the latest clothing
before I select my clothing (Fashion leaders) 4.4 13.3 17.8 30.0 34.4 2.2
A store’s dressed dummies and displays inform me
of the clothing to select (Store’s displays) 12.2 24.4 21.1 25.6 16.7 2.9
Sales person(s) inform me of the clothing to select
(Sales persons) 4.4 13.3 18.9 25.6 37.8 2.2
Key: SA-Strongly Agree, A-Agree, N-Neutral, D-Disagree, SD-Strongly Disagree. (N = 489)

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 As contained in Table 1, majority (64.7%) of the respondents strongly admitted that

media was their main source of clothing information. Averagely (mean = 4.6) the respondents

were of the view that media is the most source of information as far as their clothing selection

was concerned. This finding is congruent with that of Moschis (1992) who posits that consumer

identifies mass media as one of the major socialisation agents influencing the consumer

behaviour of the youth. Again, Meyer and Anderson (2000) model also identifies media as a

major source of information that influence on consumers decisions with regards to clothing

selection, including apparel purchases.

Quite apart from media, the respondents further admitted that their peers (mean = 3.8)

also influence their decision in the kind of cloth they should choose or wear. This finding agrees

with the assertions of Meyer and Anderson (2000) who postulated that peer influence is one of

the sources that consumers, especially the youth, obtain first-hand information with regards to

their cloth selection.

The table further depict that respondents perceive parents/guardians (mean = 3.7) as one

of the agents with regards to their source of information. This finding corroborates with that of

Valkenburg and Cantor (2001) who aver that the youth first look to parents for social cues, and

then as young members of society, their peers normally become more and more influential on

their decisions including apparel purchases. Furthermore, majority (64.4%) of the respondents

were of the view that they do not obtain their information with regards to cloth selection from

fashion leaders. Most of the respondents further stated that sales persons (63.4%) were not one of

their sources of information with regards to their cloth selection. Thus, it is apparent that most

young people are constantly influenced by similar sources of clothing information that eventually

have impact on their selection of clothing.

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Influence of social and psychological factors on the selection of clothing among female

polytechnic students

The last objective of the study examined the influence social and psychological factors

have on female students’ cloth section. Multiple items were used to elicit data on the main

variables concerned. The components of the individual variables have been explained under the

conceptual framework of the study. The multiple regression analysis procedures were adopted to

answer the research question. Social and psychological factors were used as the independent

variables while cloth selection was treated as the dependent variable. However, clothing

attributes and clothing information sources were treated as mediating variables in the conceptual

framework. This was based on the assertions that these two main variables may help in boosting

the influence female students’ social and psychological factors have on their clothing selection.

Using the multiple regression analysis to answer the research question, a diagnostic test

was first conducted to check for multicollinearity among the variables. This was used to examine

the possible undesirable situation where the correlations among the variables are strong. The

PASW for Windows Version 18.0 was used to assess the Variance Inflation Factor (VIF) that

measures multicollinearity in the regression model since multicollinearity misleadingly inflates

the standard errors. Thus, it makes some variables statistically insignificant while they should be

otherwise significant. All the VIF for the independent variables were around one to two. None

was greater than five (5), which means there was no collinearity associated with the variables.

The VIF values were also inversely related to the Tolerance values (VIF = 1/Tolerance).

According to Pallant (2001), large VIF values (a usual threshold is 10.0, which corresponds to a

tolerance of 0.10) indicate a high degree of collinearity or multicollinearity among the

independent variables.

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 In addition, under the collinearity diagnostics table condition index values were all less

than 15 indicating no problem. In all, it is clear that the contribution of the independent and

mediating variables on the dependent variable largely was not as a result of the strong

association among the variables. Results of the analysis are shown in Table 2.

As contained in Table 2, the variables that predict the rate at which female students select

cloth in order of importance are social factors (that are peers, media and family) [ = 0.348

(0.08), p < 0.01] and psychological factors (body image, self-esteem and body dissatisfactions)

[ = 0.160 (0.07), p < 0.05]. It is however significant to observe that the proportional

contribution of the two factors to the dependent variable (the rate at which female students select

cloth) is 0.341 with an adjusted R 2 of 0.325. This means that factors including peers, media,

family, body image, self-esteem and body dissatisfactions are able to predict or explain only 34.1

percent of the variances in the rate at which female students select cloth. It therefore means that

besides these factors identified, other factors not yet in the model have a chance of contributing

or predicting about 67.5 percent to the rate at which female students select cloth.

In the second model clothing information sources variable was entered into the equation

to serve as a mediating variable. The theory here is that the independent variables do not predict

female students clothing selection strongly, and that they do so incrementally through clothing

information sources and clothing attributes. When the variable clothing information sources

entered the equation the beta coefficients of all the independent variables shrank. In addition,

psychological factors became insignificant. The percentage changes accounting for the shrinkage

of the significant variable (social factors) was 7.8 percent. Clothing information sources was

statistically significant when it was entered into the first model, which did change the beta

coefficients of other variables in the second model. As expected, there was a slight increase with

15
regard to the proportional contribution (R2) of all the entered variables to the dependent variable.

It increased from 0.341 to 0.468 with an adjusted R 2 of 0.453, which means that when clothing

information sources are considered, female students’ rate of cloth selection in the market

becomes more potent.

Table 7: Influence of Social and Psychological Factors on Clothing Selection of Takoradi

Polytechnic Female Students
Model I Model II Model III

Variables Beta (Std. Error) Beta (Std. Error) Beta (Std. Error)

Social factors 0.348 (0.08)** 0.321 (0.07)** 0.076 (0.03)*

Psychological factors 0.160 (0.07)* 0.061 (0.07) 0.058 (0.03)*

Clothing information sources 0.469 (0.04)** 0.101 (0.02)**

Clothing attributes 0.860 (0.03)**

Constant 1.140 1.405 0.069

R Square 0.341 0.468 0.829

Adjusted R Square 0.325 0.453 0.808

Dependent Variable: Clothing selection of female students **p < 0.01 *p < 0.05 (N = 489)

Source: Field data, 2014.

In the third model, the variable clothing attributes which comprise of fit, colour, style,

brand, price/cost, durability, fashionability, and type of fabric was entered into the equation, and

the result was that the beta coefficients of psychological factors regain its statistical significance

levels while the confidence level of social factors reduced from 99 percent to 95 percent.

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Clothing attributes was statistically significant when it was entered into the second model, which

did change the beta coefficients of the variables in the third model.

This means that the explanatory power of social and psychological factors is shared with

the mediating variables. That is, social and psychological factors affect the rate at which female

students select their cloth only when they are exposed to various clothing information sources

and also when they are aware and attracted to the various attributes of cloth in the market. The

beta coefficients for all the independent variables shrank again. Surprisingly, the proportional

contribution (R2) of the variables entered when clothing attributes was added increased from

0.468 to 0.829. Clothing attributes was found to be statistically significant ( = 0.860, p < 0.01)

with an increase in adjusted R2 (0.808) over model three.

What all the resultant shrinkages and statistical significance mean is that the independent

variables do not influence female students rate of clothing selection in the market directly and

significantly. They do so only when female students are aware and attracted to the various

clothing attributes and also when they are familiar with the various clothing information sources

in the market. Therefore, the results show that social factors, psychological factors, clothing

attributes and clothing information sources do have a significant incremental effect on the rate at

which female students involves themselves in clothing selection.

That is, social and psychological factors of female students will influence their clothing

selection positively when; first, the clothing attributes of female students with regard to their

knowledge level in the fit, colour, style, brand, price/cost, durability, fashionability, and type of

fabric of cloth in question are influence by their awareness of the various clothing information

sources, which in turn ignites or arouses and also supports the rate at which they select clothing.

The findings are in line with the submission of de Klerk and Tselepis (2007) who asserted that

17
most female students clothing selection are influence by both social and psychological factors.

Meaning, quite apart from clothing attributes and clothing information sources, the peer group,

media, family, body image, self-esteem and body dissatisfactions do influence female students

clothing selection significantly.

Conclusions

On the whole, the research draws the conclusion that female students in Takoradi

Polytechnic acquired clothing information regarding the selection of clothing mainly from the

media and their peers. The study therefore confirms that peer groups and the media are major

social factors which influence the selection of clothing among female students. There is no doubt

that the media contributes significantly to the changes in clothing behaviour among adolescent

female students, as media portrayals including fashion icons and movie stars imitate foreign

ways of dressing that may not be acceptable in the Ghanaian society. Besides, the respondents

in this study wanted to belong to groups whose members’ distinctive characteristics were not too

different. Body image as a psychological factor influenced the selection of clothing by the

respondents, but they simply dressed to draw attention to their physical attributes without

concealing their figure faults, or considering impressions of other members of the society about

their dressing behaviours.

Based on the findings of the study, it is recommended that female students are

encouraged by parents and various stakeholders to select and wear clothing that reflect the

culture of modesty in Ghana. Also, Textiles and Clothing and Textiles/ Sewing teachers can help

educate female students on clothing attributes they should look out for during their clothing

selection, good dress sense and modesty. This education when effectively provided will make

adolescent female students more concerned and objective about the clothing attributes they

18
should look out for in their selection of clothing and dressing behaviours in general. The

education can be extended to clubs in schools.

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