Consumer Clothing Choices as Determinants of Social Perception andIdentity in Nigeria
Keywords:
Clothing Choices, Consumer, Social Perceptions, Cultural Identity, Economic FactorsAbstract
Clothing choices reflect personal identity and shape social interactions within diverse Nigerian contexts. This study examines how consumer clothing selections determine social perception and identity across socio-cultural and economic backgrounds. Specifically, it identifies prevalent attire types, explores influencing factors, and analyzes their social implications. Six research questions and one null hypothesis were formulated and tested at the 0.05 significance level. A descriptive survey research design was employed, with data collected from 250 respondents across selected urban centers using a structured questionnaire. Data were analyzed with SPSS version 25.0 through descriptive (mean, standard deviation) and inferential (Pearson correlation) statistics. Findings reveal a preference for blending traditional (e.g., agbada) and modern outfits, influenced mainly by comfort (M = 4.11, SD = 1.34), religious beliefs (M = 3.99,SD = 1.21), and affordability (M = 3.86, SD = 1.30). Clothing significantly influences social perception, with well-dressed individuals receiving positive regard (M = 4.22, SD = 1.00), while traditional attire symbolizes cultural heritage (M = 3.99, SD = 1.11). Factors driving clothing choices and the social perceptions they engender (r = .644, p < .001). The study concludes that clothing serves as a dynamic social and cultural communicator and rejecting all null hypotheses. It recommends promoting affordable, culturally resonant clothing and sensitizing communities on the social implications of dress. This study enriches the discourse on fashion, culture, and social psychology in Nigeria, offering valuable insights for designers, policymakers, and educators.
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