Tiny but mighty
Investigating children's wear through the theory of planned behavior
Bibliographic Data
| ID | 7202658 |
|---|---|
| Authors | Laura E Mcandrews (0000-0002-6462-7449, School of Fashion Kent State University Kent Ohio USA, corresponding author), Briana Martinez (Department of Human Sciences and Design Baylor University Waco Texas USA), Clair Sinclair Mcclure (University of Georgia), Clair McClure (Department of Textiles, Merchandising and Interiors University of Georgia Athens Georgia USA) |
| Year | 2026 |
| Volume | 54 |
| Issue | 3 |
| Publication date | 2026-01-30 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Family and Consumer Sciences Research Journal (JOURNAL) |
| Journal identifiers | ISSN: 1077-727X • E-ISSN: 1552-3934 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/fcsr.70044 |
| OpenAlex | W7126185027 |
| Language | EN |
| References cited | 32 |
This study examines the evolving dynamics of children's clothing consumption, highlighting Generation Alpha's growing influence on family purchasing decisions. Despite rising expenditure, children's apparel remains under‐researched, often overlooking children's consumer agency. Using the Theory of Planned Behavior (TPB), an online survey of 292 parents/guardians (June 2021) tested proposed hypotheses via conditional regression analysis. Results largely supported TPB, though subjective norms did not directly predict purchase intention; instead, attitudes and behavioral control mediated this relationship. Findings also revealed children's significant participation in clothing decisions, marking a shift. Implications extend to theory, children's fashion brands, and industry practices
Clothing · Consumer behaviour · Control (management · Fashion industry · Purchasing · Theory of planned behavior · Theory of reasoned action · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Environmental Sustainability in Business
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| Highly cited | No |
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