Research on the Factors Influencing the Consumption Willingness of Women of Different Age Groups in the Apparel Industry

Abstract

This study explored the factors influencing offline clothing consumption intentions among Chinese women of different age groups through a mixed-methods approach integrating literature review, questionnaire survey, and in-depth interviews. The research conducted secondary data studies to synthesize existing research findings and empirical evidence related to the topic. A tailored questionnaire was designed, and a total of 118 valid responses were collected, covering three age groups of Chinese women: 15–30, 31–55, and 56–80. The collected data were analyzed statistically, including analysis of variance (ANOVA) and correlation analysis. The results indicated that clothing quality is a common concern among women of all age groups, but there are significant differences between age groups in attitudes toward price, brand image, and fashion trends. Specifically, young women (ages 15–30) pay more attention to fashion trends, middle-aged women (ages 31–55) prioritize brand image the most, and older women (ages 56–80) are most sensitive to price. Correlation analysis further shows that age is positively correlated with price sensitivity and negatively correlated with sensitivity to fashion trends, while no significant linear correlation was found between age and perception of brand image. Interview results supplement the findings of the quantitative study, indicating that these age-based consumption preferences are driven by factors such as conformity psychology, the need for status symbols, and long-standing consumption habits. This study enriches the academic literature on age differences in clothing consumption behavior among Chinese women and provides targeted marketing strategy recommendations for the apparel industry, offering practical reference value for brand positioning and product promotion in the offline clothing market.