Understanding the Use of Fashion for Self-expression: The Role of Civic Engagement

Abstract

This study examines the impact of self-concept, brand personality and media on using fashion as a vehicle for self-expression, while considering the mediating role of different forms of civic engagement (political, social and environmental). To address our research questions, we conducted a qualitative study to explore how fashion serves as a means of self-expression. A research model informed by both the literature review and the findings from this study was subsequently tested with a survey. The findings indicate that self-concept and media influence all forms of civic engagement, which, in turn, shape the use of fashion as a medium for self-expression. While consumer research often examines civic engagement in isolation, this study integrates the concept within the fashion industry, offering insights into how self-concept and media influence individuals’ expression of political, social and environmental issues through fashion.