- The purpose of this study was to investigate differences between fashion innovators and non-fashion innovators in clothing disposal practices defined by the length of time for retaining the clothing item, the ways of discarding clothing, and factors underlying
the discarding of clothing items. Information for the study was obtained with the use of a
questionnaire consisting of questions asking about the respondent's clothing disposal practices, a fashion innovativeness scale (Hirschman & Adcock, 1978), a clothing interests scale (Creekmore, 1971), and
demographic questions. The data were collected on April 20, 1987. The sample was
comprised of 89 college females ages 18 through 30 who were attending Oregon State University. Subjects were categorized into
three groups, high fashion innovators (N=24), medium fashion innovators (N=35), and non-fashion innovators (N=29), using a median split for fashion innovativeness scores. Since this study was focused on the significant differences between fashion innovators and non-fashion innovators, only those subjects who belonged to the high-fashion innovator group were considered to be fashion innovators. For statistical analysis, frequencies, analysis of variance, one-way analysis of variance, post-hoc analysis using the LSD test, multivariate
analysis of variance and chi-square were performed. Throughout the study, the .05 level of significance was selected. The results indicated that there were significant differences between fashion innovators and non-fashion innovators in the length of time to retain a blouse (F (2.85) = 3.37, P <.05) and a dress (F (2.83) = 4.87, P < .05). Fashion innovators were more likely to wear a blouse (M = 2.08) and a dress (M = 2.12) for a shorter period of time than non-fashion innovators (M = 2.64 and 2.81, respectively
for each garment). In overall scores including seven items of garments (blouse, shirt, pants, skirt, sweater, suit and dress), fashion innovators (M = 14.96) were found to be more likely to wear clothing
items for a shorter period of time than non-fashion innovators M = 17.71)(F(2.86)=3.64,P<.05). Findings of this study also showed that fashion innovators were significantly different than non-fashion innovators in using the used clothing for rags, (E (2.85) = 5.94, P < .05). Fashion innovators (M = 3.68) were less likely to use clothing items for rags than non-fashion
innovators (M = 3.14). No significant differences were found in other ways of discarding clothing. In terms of factors underlying the discarding of clothing, fashion innovators were found to be significantly different from non-fashion
innovators in fashionability (E (2.86) = 7.65, P < .05) and conformity (F (2.86) = 2.33, P < .05). Fashion innovators were more likely to discard the clothing item because of fashionability (M = 1.76) and conformity (M = 3.04) than non-fashion innovators. (M = 2.55 and 3.55, respectively for each factor). Findings showed no significant difference in other factors underlying the discarding of garments. In relation to clothing attitudes, it was found that fashion innovators and non-fashion innovators were significantly different in attitudes toward concern with personal appearance (F (2.86) = 10.01, P < .05), experimenting with appearance (F (2.86) 16.56, P < .05), heightened awareness of clothes (F (2.86) = 3.38, P < .05), and
clothing as enhancement of individuality (E (2.86) = 19.89, P < .05). Fashion innovators were more likely to be concerned with their
appearance (M = 13.24), experiment with appearance (M = 13.44), be aware of clothes (M = 11.96), and use clothing as enhancement of = individuality (M = 10.24) than non fashion innovators (M = 11.17, 10.48, 10.48, and 6.66 respectively for each attitude).
Fashion Innovators (M = 1243.75) reported that they tended to spend more money than non-fashion innovators (M = 577.59), (F (2.86) = 4.56, P < .05). No significant differences were found between the groups in age, major and the size of home town.