This study examines the impact of inclusively designed clothing and terminology to describe such products on attitudes and purchase intentions of ability-diverse consumers, those with and without difficulty using clothing. Inclusively designed clothing is defined as products with extended usability that can be used by ability-diverse consumers.
The study employed a 2 (jean designs: conventional vs. inclusively) × 4 (terms: adaptive, accessible, inclusive, no term/control condition) between-subject experimental research design, among two distinct samples: individuals with difficulty using clothing (Sample 1) and individuals without such difficulties (Sample 2). Total research participants were 567 female US consumers.
Participants with difficulty using clothing had the same attitudes and intentions toward purchasing jeans regardless of whether the jeans were inclusively designed or conventional. Participants without difficulty had positive attitudes and purchase intentions of conventional jeans than inclusively designed jeans. Participants with difficulty preferred the terms “adaptive” or “accessible” over the term “inclusive,” whereas participants without difficulty using clothing had the same attitudes and purchase intentions of jeans regardless of how they were labeled.
The research findings can guide designers in better accommodating the needs of their diverse consumers and assist fashion companies in selecting appropriate marketing language. This can encourage the adoption of such clothing and support the successful commercialization of these products.
This is the first study that examined perceptions of an inclusively designed clothing product by the two groups of consumers, those with and without difficulty using clothing.
