Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic
Summary. This study examined how Filipino consumers' clothing purchases changed during COVID-19. Using surveys of 457 respondents, researchers found that marketing mix strategies—including advertisements, promotions, and sales—most strongly influenced actual purchase behavior. COVID-19 severity and consumer self-efficacy also shaped purchasing decisions. The findings show that innovation in marketing approaches and health safety measures drove clothing sales during the pandemic.
Cite this article
Ong, A. K. S., Cleofas, M., Prasetyo, Y. T., Chuenyindee, T., Young, M. N., Diaz, J. F. T., Nadlifatin, R., & Redi, A. A. N. P.. (2021). Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic. Journal of Open Innovation Technology Market and Complexity. https://doi.org/10.3390/joitmc7040211
Ong, Ardvin Kester S., et al. “Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic.” Journal of Open Innovation Technology Market and Complexity, 2021. https://doi.org/10.3390/joitmc7040211.
Ong, Ardvin Kester S., Maria Cleofas, Yogi Tri Prasetyo, Thanatorn Chuenyindee, Michael Nayat Young, John Francis T. Diaz, Reny Nadlifatin, and Anak Agung Ngurah Perwira Redi. 2021. “Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic.” Journal of Open Innovation Technology Market and Complexity. https://doi.org/10.3390/joitmc7040211.
@article{ong-2021-consumer-behavior-clothing-industry-its,
title = {Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic},
author = {Ardvin Kester S. Ong and Maria Cleofas and Yogi Tri Prasetyo and Thanatorn Chuenyindee and Michael Nayat Young and John Francis T. Diaz and Reny Nadlifatin and Anak Agung Ngurah Perwira Redi},
journal = {Journal of Open Innovation Technology Market and Complexity},
year = {2021},
doi = {10.3390/joitmc7040211},
url = {https://doi.org/10.3390/joitmc7040211}
}
TY - JOUR TI - Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic AU - Ardvin Kester S. Ong AU - Maria Cleofas AU - Yogi Tri Prasetyo AU - Thanatorn Chuenyindee AU - Michael Nayat Young AU - John Francis T. Diaz AU - Reny Nadlifatin AU - Anak Agung Ngurah Perwira Redi JO - Journal of Open Innovation Technology Market and Complexity PY - 2021 DO - 10.3390/joitmc7040211 UR - https://doi.org/10.3390/joitmc7040211 ER -
Details
- DOI
- 10.3390/joitmc7040211
- Countries
- Philippines
- Regions
- Asia
- Categories
- entrepreneurship, innovation-theory, general-innovation
- Added
- 2026-04-28