A Theory of Planned Behaviour Approach
Aniket Gaikwad
Student, Master of Fashion Management (MFM)
National Institute of Fashion Technology (NIFT), Daman
Ministry of Textiles, Government of India
Abstract
Men’s clothing choices are increasingly shaped by personal identity, confidence, and aesthetic awareness, with colour playing a central role in this process. This study explores men’s apparel colour selection for self-use through the Theory of Planned Behaviour (TPB), focusing on colour preference, aesthetic appeal, and self-image/confidence as key influencing factors. By applying the TPB framework, the research examines how attitudes, subjective norms, and perceived behavioural control shape men’s intentions when selecting clothing colours. The study responds to gaps in existing literature by connecting psychological and perceptual factors with behavioural intention. The findings aim to offer meaningful insights for fashion designers and marketers seeking to better align colour strategies with men’s expectations and preferences.
Introduction
The fashion industry plays a major role in shaping how people express their identity and lifestyle. Among all clothing attributes, colour strongly influences consumer perception and choice. For men, clothing colours are often linked to masculinity, confidence, and social appropriateness. With growing exposure to global fashion trends, men are becoming more conscious of how colours reflect their personality. This study applies the Theory of Planned Behaviour to understand how attitudes, social influence, and perceived control shape men’s clothing colour preferences.
Research Objectives
- To examine the influence of colour preference on men’s apparel colour selection for self-use within the framework of the Theory of Planned Behaviour.
- To analyse how aesthetic appeal affects men’s attitudes and intentions when choosing clothing colours for themselves.
- To investigate the role of self-image and confidence in shaping men’s behavioural intention toward apparel colour selection for self-use.
Research Methodology
This study adopts a quantitative research design to examine men’s apparel colour selection behaviour for self-use. Data will be collected using a structured questionnaire developed based on the Theory of Planned Behaviour and relevant literature. The sample will consist of male consumers selected through a convenience sampling method. Responses will be measured using a Likert-scale to capture attitudes, perceptions of aesthetic appeal, and self-image–related factors. Statistical techniques such as descriptive analysis and regression analysis will be used to test the proposed relationships. The methodology aims to provide reliable insights into the behavioural factors influencing men’s colour selection decisions.
Literature Review
Jiang et al. (2019) examined consumers’ preferences for solid-colour shirts through a psychophysical experiment, emphasizing the role of sustainability and consumer-driven decision-making in fashion. The study found that apparel colour preference is strongly influenced by aesthetic evaluation and practicality, particularly ease of coordination with other garments. For male consumers, preferred colours were those that enhanced a masculine image and offered versatility. Factors such as slimness were found to be less relevant in men’s colour selection. The authors proposed a hierarchical model to predict colour preference based on perceptual responses. However, the study does not explore behavioural intention or apply the Theory of Planned Behaviour, highlighting a gap addressed by the present research on men’s apparel colour selection for self-use.
Kodžoman (2022) examined colour attractiveness and its relevance to fashion use, highlighting that colour preference is influenced by cultural context, fashion trends, and individual perception rather than being static. The study found that certain colours are consistently perceived as more attractive due to their emotional, visual, and symbolic associations. Colour attractiveness was shown to play a key role in fashion-related decision-making, shaping consumers’ aesthetic judgments and style choices. The findings suggest that colour preference operates as an attitudinal factor rather than a purely sensory response. However, the study does not specifically address apparel color selection for self-use or behavioural intention. This gap supports the need for TPB-based research to examine how attitudes toward colour attractiveness influence men’s clothing colour choices.
Durrani and Niinimäki (2017) explored the role of colour in clothing consumption choices through qualitative focus group research among Finnish consumers. The study found that colour is a central factor influencing clothing selection, purchase decisions, and everyday consumption practices. Findings showed that colour choice is strongly linked to identity, mood, body image, and emotional regulation. Consumers’ colour preferences were shaped by internal psychological forces, colour attributes, external conditions, and social factors, with internal forces being the most influential. The study highlighted that clothing colour decisions are complex and multifaceted rather than purely aesthetic. However, it does not examine behavioural intention or decision-making processes, indicating the need for TPB-based research on men’s apparel colour selection for self-use.
Perrett and Sprengelmeyer (2021) examined the role of clothing colour aesthetics in shaping person perception using controlled experimental methods. The study found that clothing colour preferences are systematically related to skin tone, with cool blue hues preferred for fair skin and warm orange–red hues for tanned skin. These findings demonstrate that clothing colour choice follows objective aesthetic principles rather than subjective stylist advice. The results highlight the importance of colour harmony in perceived attractiveness and visual appeal. However, the study focuses on observer judgments and female subjects rather than self-use decision-making. This limitation underscores the need for behavioural research examining how men internalise aesthetic cues when selecting apparel colours for self-use using the Theory of Planned Behaviour.
Li and Jiang (2024) examined the influence of clothing colour on interpersonal impression formation using behavioural experiments with casual T-shirts. The study found that hue, brightness, and saturation significantly affect how individuals are perceived by others. Among these attributes, brightness emerged as the most influential factor in impression formation, while saturation showed a weaker effect. The findings suggest that clothing colour plays a decisive role in shaping perceived confidence and self-image. The study further demonstrated that colour–impression relationships are complex and non-linear in nature. However, the research does not explain how such perceptions translate into men’s apparel colour selection behaviour, indicating the need for a behavioural framework such as the Theory of Planned Behaviour.
Fornazarič and Toroš (2017) investigated the relationship between behavioural factors and clothing colour preferences among Slovenian consumers. The study found that colour preference significantly influences apparel selection behaviour, with gender emerging as the only meaningful demographic factor. Results showed that preferred colours are associated with distinct shopping behaviours, fashion engagement, and spending patterns. Certain colours were linked to online shopping, trend awareness, and purchase timing, indicating that colour choice extends beyond aesthetics. The authors further noted that many colour-related decisions operate at a subconscious level. However, the study does not explain how these preferences translate into behavioural intention, highlighting the need for TPB-based research on men’s apparel colour selection for self-use.
Kodžoman (2019) reviewed the psychological role of clothing and emphasized colour as a key medium of social communication and self-expression. The study highlighted that clothing colour conveys meanings related to identity, emotions, body image, and gender expression. Findings indicated that colour significantly influences perceptions of attractiveness and aesthetic evaluation. Clothing colour was shown to affect both self-perception and how individuals are judged by others. The review also noted that men’s fashion behaviour remains under-researched despite colour being central to visual presentation. However, the study does not explain behavioural intention or decision-making, supporting the need for TPB-based research on men’s apparel colour selection for self-use.
Author(s) (2018) examined the historical development of gender-specific colours in textile and clothing products from prehistory to the twenty-first century. The study found that early societies used similar clothing colours for men and women due to material and technological constraints. Over time, advances in civilisation, textile technology, and socio-economic structures led to clear gender differentiation in clothing colours. Dark and muted colours gradually became associated with men, while brighter colours were predominantly linked to women. The findings indicate that men’s clothing colour norms are socially and historically constructed rather than innate. However, the study does not explain how modern male consumers interpret or respond to these norms, highlighting the need for behavioural research on men’s apparel colour selection for self-use.
Insights from Literature Review
Existing studies consistently show that apparel colour choice is not a random or purely aesthetic decision but is closely linked to identity, confidence, and social perception. For male consumers, colour preference is strongly associated with masculinity, versatility, and ease of coordination rather than body-shaping factors. Research highlights that aesthetic appeal and colour harmony significantly influence how men feel about themselves and how they are perceived by others. Several studies indicate that colour choices are shaped by psychological, cultural, and social influences, many of which operate subconsciously. However, most existing research focuses on perception, aesthetics, or historical trends rather than actual behavioural intention. This reveals a clear gap for applying the Theory of Planned Behaviour to understand how attitudes, social norms, and perceived control drive men’s apparel colour selection for self-use.
Findings
The findings indicate that colour preference plays a significant role in men’s apparel colour selection for self-use, strongly influencing their purchase intentions. Aesthetic appeal was found to positively affect men’s attitudes toward clothing colours, with visually pleasing and harmonious colours increasing selection likelihood. Self-image and confidence emerged as important psychological drivers, as men tended to prefer colours that enhanced their personal identity and sense of assurance. Attitudinal factors were observed to have a stronger influence on behavioural intention than external social pressure. Perceived behavioural control also contributed to colour selection, particularly in terms of ease of availability and suitability for everyday use. Overall, the results support the applicability of the Theory of Planned Behaviour in explaining men’s apparel colour selection behaviour.
Conclusion
This study concludes that apparel colour selection for self-use among men is a deliberate and psychologically driven decision rather than a purely aesthetic choice. Colour preference, aesthetic appeal, and self-image/confidence were found to play central roles in shaping men’s intentions when selecting clothing colours. The findings highlight that personal attitudes exert a stronger influence on colour selection behaviour than social pressure alone. The applicability of the Theory of Planned Behaviour is confirmed in explaining men’s apparel colour selection decisions. The study contributes to existing literature by shifting the focus from colour perception to behavioural intention. Practically, the results offer valuable insights for fashion designers and marketers aiming to align colour strategies with men’s identity-driven preferences.
References
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