n African Journal for Physical Health Education, Recreation and Dance - Factors influencing South African consumers' attitudes and purchase intention towards foreign sport apparel

Volume 21 Number 4.1
  • ISSN : 1117-4315


Although global markets are converging, the realisation of a homogeneous global consumption culture remains a mirage. Researchers have since argued that purchase decisions of foreign sport apparel are influenced more by a host of nationalistic sentiments dominant in the domestic market. This study adopted a quantitative approach to investigate the attitude and purchase intention of South African consumers towards foreign sport apparel. The study was undertaken by means of a questionnaire survey with a convenience sample of 320 South African consumers who had purchase experience of foreign sport apparel. Confirmatory factor analysis (CFA) was employed to validate the psychometric properties of five constructs that were measured by nineteen observed variables using Analysis of Moment Structures (AMOS) Version 22.0. The CFA results indicated a good fit of all the measured constructs. Structural equation modeling (SEM) was employed to test the hypothesised relationships. Path modeling results indicated that South African consumers exhibit negative yet moderate levels of ethnocentrism and animosity towards foreign sport apparel. The study however, showed a positive significant relationship between cosmopolitanism and attitude towards foreign sport apparel. The study also showed a significant positive relationship between attitudes towards foreign sport apparel and consumer purchase intention. The findings of the study have important implications in the marketing of sport apparel in the context of an emerging market such as South Africa.

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