Antecedent to Consumer Purchase and Usage of Local Textile Print in Ghana: The Role of Gender

Abstract

The purpose of this study is to examine the antecedents of the purchase and usage of local textile prints in Ghana: The role of gender. The study conceptualized the antecedents as price, quality, trendy fashion, brand image, uniqueness and government special initiatives. The study was cross sectional and utilized a quantitative research approach with a questionnaire for data collection. In all, 314 Ghanaian customers of local textiles were conveniently selected within the Greater Accra Region of Ghana. The data was analysed using SEM. The findings revealed that price, quality, trendy fashion and government special initiatives had a positive significant relationship with the usage of local textiles. Nevertheless, uniqueness and brand image had a negative significant relationship with the usage of local textiles. Additionally, gender (male and female) moderated the relationship between (price, quality, trendy fashion and government special initiatives). This could mean that consumers might be more focused on affordability, durability and alignment with current fashion trends, rather than perceived brand reputation or the uniqueness of the textiles. As a result, the study recommended that producers of local textiles focus on affordability, durability and functionality as price, quality and functionality are positive and significant drivers of the use of local textiles. Prioritize cost-effective techniques and pay much attention to the production of textiles that meet the expectations of customers for a long period. Also, both textile producers and policymakers should work together to create and promote initiatives that will encourage the consumption of local textiles. Also, the study was cross-sectional, therefore, future studies can examine the concept of longitudinal research.