Online Apparel Purchase and Responsible Consumption Among Malaysians

Abstract

Customer loyalty is a critical factor for the long-term success of all businesses, especially in the Malaysian apparel industry and its growth where the competition is intense. This study addresses the growing demand for improved fashion trends and brand recognition among consumers in Malaysia, which has intensified competition in the apparel sector. The primary objective of this research is to investigate the impact of online brand image, country of origin and online customer loyalty on apparel shoppers’ loyalty. To achieve this, research framework is designed to present an in-depth understanding of identified variables towards customer loyalty. In this study, a comprehensive survey using online questionnaire for data gathering was used and 147 valid responses were obtained from Malaysian online shoppers of apparels. Data were analysed by employing multiple regression analysis. The results demonstrate that both online brand image and country of origin exert a positive influence on customer satisfaction, thereby contributing to enhanced customer loyalty within the clothing and footwear industry in Malaysia. Additionally, this research emphasizes the importance of ethical purchasing decisions when shopping online, as these decisions encourage responsible consumption and reduce environmental impact.