<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Innovation is considered an essential point of market competitivity and industrial dynamics. However, there is one main reason that delays or inhibits the innovation spread, the consumer resistance to innovation. Innovation resistance of the consumers has undergone less consideration to describe and forecast adoption-related behaviour. The actual paper develops and empirically validates a scale that intends to measure consumers’ inclination to resist innovation that emerge from people’s tendency to resist changes and manifest status-quo satisfaction when it’s related to fashion items. The scale describes a measure of the inclination to the status-quo option, even if people are satisfied with existing fashion items or with the degree of innovation in the fashion industry.</p></abstract>

Innovation is considered an essential point of market competitivity and industrial dynamics. However, there is one main reason that delays or inhibits the innovation spread, the consumer resistance to innovation. Innovation resistance of the consumers has undergone less consideration to describe and forecast adoption-related behaviour. The actual paper develops and empirically validates a scale that intends to measure consumers’ inclination to resist innovation that emerge from people’s tendency to resist changes and manifest status-quo satisfaction when it’s related to fashion items. The scale describes a measure of the inclination to the status-quo option, even if people are satisfied with existing fashion items or with the degree of innovation in the fashion industry.

Consumer Resistance to Innovation in the Fashion Industry

The Bucharest University of Economic Studies

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Consumer Resistance to Innovation in the Fashion Industry"}

Innovation is considered an essential point of market competitivity and industrial dynamics. However, there is one main reason that delays or inhibits the...

Consumer Resistance to Innovation in the Fashion Industry

Published Online: Sep 16, 2019

Page range: 127 - 140

DOI: https://doi.org/10.2478/sbe-2019-0030

Keywords
Innovation Resistance, Status-quo Bias, Fashion Industry, Exploratory Factor Analysis, Structural Equation Modelling

© 2019 Puiu Ionela-Andreea, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Consumer Resistance to Innovation in the Fashion Industry

Published Online: Sep 16, 2019

Page range: 127 - 140

DOI: https://doi.org/10.2478/sbe-2019-0030

KeywordsInnovation Resistance, Status-quo Bias, Fashion Industry, Exploratory Factor Analysis, Structural Equation Modelling

© 2019 Puiu Ionela-Andreea, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Innovation Resistance, Status-quo Bias, Fashion Industry, Exploratory Factor Analysis, Structural Equation Modelling