Factors influencing consumer behaviour towards smart textile clothing from the outlook of emerging markets

This study examined how cultural, social, personal, and psychological factors influence consumers' decisions to purchase smart clothing. A quantitative, correlational-descriptive methodology with a non-experimental and cross-sectional design was used, utilising consumer data from Lima, Peru. Validation was conducted through a survey adapted from a pioneering instrument in this market. Results show that these factors impact consumer behaviour towards smart textile clothing differently, with personal and cultural factors having a greater influence and social factors having less. Companies are advised to educate and inform customers about the benefits and drawbacks of these garments to enhance their reputation among existing customers, particularly athletes, and attract new customers from the general population unfamiliar with the product.