Sportswear has become a staple in consumers' wardrobes, regardless of whether they intend to play sports or simply look sporty. Hence, this study determines the influence of factors such as attitude, subjective norm, perceived behavioural control, price, and brand image on consumers’ purchase intention towards branded sportswear among UPM students. A total of 250 respondents were involved in this study through questionnaires as research instruments via simple random sampling. Data were analyzed using the Statistical Package for Social Science (SPSS) for Windows version 28.0. Pearson correlation test was used to examine the relationship between attitude, subjective norm, perceived behavioural control, price, and brand image with consumers’ purchase intention. The results of the analysis showed attitude (r = 0.716, p = 0.001), subjective norm (r = 0.647, p = 0.001), perceived behavioural control (r = 0.467, p = 0.001), price (r = 0.660, p = 0.001), and brand image (r = 0.677, p = 0.001) had significant relationship with consumers’ purchase intention towards branded sportswear. The findings of Multiple Linear Regression analysis found that attitude (B = 0.318) is the most dominant factor in affecting consumers’ purchase intention towards branded sportswear among UPM students. The results of this study have made some contributions to the knowledge about consumers’ purchase intentions for branded sportswear and the Theory of Planned Behavior (TPB).
Aertsens, J., Verbeke, W., Mondelaers, K., & Huylenbroeck, G. V. (2009). Personal determinants of organic food consumption: A review. British Food Journal, 111(10), 1140–1167.
Ahamat, A. B., Ali, M. S. B. S., & Zahari, N. A. N. B. (2018). The effects of brand image in purchasing of online marketing among university students. International Journal of Enterprise Network Management, 9(3-4), 390-406.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ajzen, I. (2002). Perceived behavioural control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4), 665–683.
Alnazer, M. (2013). The moderating role of promotional benefit level and brand awareness on the effectiveness of price discount and premium. Advances In Management, 6(12).
Amanah, D. & Harahap, D. A. (2018). Examining the effect of product assortment and price discount toward online purchase decision of university student in Indonesia. Jurnal Manajemen Dan Kewirausahaan, 20(2), 99-104.
Amiri, I. S., Akanbi, O. A., & Fazeldehkordi, E. (2014). A machine-learning approach to phishing detection and defense. Syngress.
Andrade, C. (2020). Sample size and its importance in research. Indian Journal of Psychological Medicine, 42(1), 102-103.
Ashaduzzaman, M., Ahmed, S. M. S., & Khan, M. M. (2011). Consumer choice behavior towards mobile phone operators in Bangladesh. International Refereed Research Journal, 2(4), 1253-1267.
Benesbordi, A., Fesanghari, J., Ranjbar, S., & Bidkhori, N. (2019). The effect of brand, design and price on perceived quality and re-intent of customers to purchase sports brand shoes. New Approaches in Sport Sciences, 1(1), 117-138.
Briliana, V., & Mursito, N. (2017). Exploring antecedents and consequences of Indonesian Muslim youths’ attitude toward halal cosmetic products: A case study in Jakarta. Asia Pacific Management Review, 22(4), 176-184.
Campo, S., & Yague, M. J. (2007). Effects of price promotions on the perceived price. International Journal of Service Industry Management, 18(3), 269-286.
Carmines, E. G., & Zeller, R. A. (1979). Reliability and validity assessment. Sage publications.
Cham, T. H., Ng, C. K. Y., Lim, Y. M., & Cheng, B. L. (2018). Factors affecting clothing interest and purchase intention: a study of Generation Y consumers in Malaysia. The International Review of Retail, Distribution and Consumer Research, 28(2), 174-189.
Chew, S. S., & Leng, H. K. (2016). The role of social influence in purchasing sports apparel. Athens Journal of Sports, 3(4), 276-284.
Chi, T. (2013). The e?ects of contingency factors on perceived values of casual sportswear. Asia Paci?c Journal of Marketing and Logistics,25(2), 249-262.
Chi, T., & Kilduff, P. P. D. (2011). Understanding consumer perceived value of casual sportswear: An empirical study. Journal of Retailing and Consumer Services, 18(5), 422-429.
Codini, A., Saccani, N., & Sicco, A. (2012). The relationship between customer value and pricing strategies: an empirical test. Journal of Product & Brand Management, 21(7), 538-546.
Cohen, J. (1988). Statistical power analysis for the behavioural sciences. Lawrence Erlbaum Associates. Hillsdale, NJ, 20-26.
Cowan, K., & Kinley, T. (2014). Green spirit: Consumer empathies for green apparel. International Journal of Consumer Studies,38(5), 493–499.
Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, phone, mail, and mixed-mode surveys: the tailored design method. John Wiley & Sons.
Divandari, A., Haghighi, M., Allahyari, A., & Bagheri, T. (2009). Customer-based brand equity improvement through imaging functional and non-functional advantages: Case study of Mellat Bank. Business Administration Perspective, 8(30), 29?48.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Dornyei, Z. (2007). Research methods in applied linguistics. New York: Oxford University Press.
Egorova, K., Grudieva, T., Morinez, J., Kube, H., Santos, H., Da Costa, M. S., & Antranikian, G. (2007). High yield of mannosylglycerate production by upshock fermentation and bacterial milking of trehalose-deficient mutant Thermus thermophilus RQ-1. Applied microbiology and biotechnology, 75(5), 1039-1045.
Evans, J. D. (1996). Straightforward statistics for the behavioural sciences. Pacific Grove, CA: Brooks/Cole Publishing.
Farida, N., & Ardyan, E. (2015). Repeat purchase intention of Starbucks consumers in Indonesia: A green brand approach. Market-Tržište, 27(2), 189-202.
Fianto, A. Y. A., Hadiwidjojo, D., & Aisjah, S. (2014). The influence of brand image on purchase behaviour through brand trust. Business Management and Strategy, 5(2), 58.
Fishbein, M., & Ajzen, I (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Reading, MA: Addison-Wesley.
Fitzmaurice, J. (2005). Incorporating consumers' motivations to the theory of reasoned action. Psychology and Marketing,22(11), 911–92.
Gaurav, K., Ray, A. S., & Sahu, N. K. (2020). Factors determining the role of brand in purchase decision of sportswear. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(7), 2168-2186.
Geetha, S., Al-Khaled, A. A. S., & Fenn, C. J. (2020). The intention of purchasing power towards Adidas sportswear in Klang Valley, Kuala Lumpur. Social Sciences, 10(9), 170-184.
Gogoi, B. (2013). Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel. International Journal of Sales & Marketing, 3(2), 73-86.
Gulrajani, M. L. (Ed.). (2013). Advances in the dyeing and finishing of technical textiles. Elsevier.
Gunawan, S. (2015). The impact of motivation, perception and attitude toward consumer purchasing decision: A study case of Surabaya and Jakarta society on carl’s junior. IBuss Management, 3(2), 154–163.
Hasbullah, N. A., Osman, A., Abdullah, S., Salahuddin, S. N., Ramlee, N. F., & Soha, H. M. (2016). The relationship of attitude, subjective norm and website usability on consumer intention to purchase online: An evidence of Malaysian youth. Procedia Economics and Finance, 35, 493-502.
Hines, T., & Bruce, M. (2007). Fashion marketing: contemporary issues. Routledge.
Hinton, P. R., McMurray, I., & Brownlow, C. (2004). SPSS explained. Routledge.
Hosseini, M., Abolfazli, A., & Hellari, R. M. (2009). Investigating the effect of brand value on consumer response (Case study: Iranoil brand name). Management Prospects, 32, 28-9.
Hsieh, S. W., Lu, C. C., & Lu, Y. H. (2018). A study on the relationship among brand image, service quality, customer satisfaction, and customer loyalty–Taking ‘the Bao Wei Zhen Catering Team’As an Empirical Study. KnE Social Sciences.
Huck, S. W. (2007). Reading Statistics and Research. United States of America, Allyn & Bacon.
Jager, J., Putnick, D. L., & Bornstein, M. H. (2017). More than just convenient: The scientific merits of homogeneous convenience samples. Monographs of the Society for Research in Child Development, 82(2), 13-30.
Jin, B., & Kang, J. H. (2010). Face or subjective norm? Chinese college students’ purchase behaviors toward foreign brand jeans. Clothing and Textiles Research Journal, 28(3), 218–233.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Prentice Hall: New Jersey.
Kessuvan, A., Parthanadee, P., & Buddhakulsomsiri, J. (2015). The study of consumption behaviors and factors affecting decision to purchase fishery products of consumers in the North and Northeast of Thailand. International Food Research Journal. 22(6), 2670-2678.
Kim, H., & Karpova, E. (2010). Consumer attitudes toward fashion counterfeits: application of the theory of planned behavior. Clothing and Textiles Research Journal, 28(2), 79–94.
Kim, Y., & Oh, K. W. (2020). Effects of perceived sustainability level of sportswear product on purchase intention: exploring the roles of perceived skepticism and perceived brand reputation. Sustainability, 12(20), 8650.
Kotler, P. (2001). A Framework for Marketing Management. Prentice-Hall, Upper Saddle River, NJ, USA.
Kotler, P. (2005). According to Kotler: The World’s Foremost Authority on Marketing Answers All Your Questions. New York, NY: AMACOM.
Kotler, P., & Keller, K. L. (2006). Defining marketing for the 21st century. Marketing management, 3-33.
Lau, M. M., Chang, M. T., Moon, K. L., & Liu, W. S. (2006). The brand loyalty of sportswear in Hong Kong. Journal of Textile and Apparel, Technology and Management, 5(1).
Li, Y., & Wong, A. S. (2006). Clothing biosensory engineering. Woodhead Publishing.
Loureiro, S. M. C., & de Araújo, C. M. B. (2014). Luxury values and experience as drivers for consumers to recommend and pay more. Journal of Retailing and Consumer Services, 21(3), 394-400.
Loureiro, S. M. C., & Kastenholz, E. (2011). Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal. International Journal of Hospitality Management, 30(3), 575-583.
Manna, Y. (2019). Examining consumer-purchasing behaviour towards valuable sportswear brands: the social representation theory perspective. Journal of Marketing and Consumer Research, 60, 18-29.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).
Moadi, D., Mirkazemi, O., & Wahdani, M. (2015). The relationship between brands attributes and brand loyalty in sport shoes. Contemporary Research in Sport Management, 5(9).
Mokha, A. K. (2017). Impact of branding on consumer buying behavior in fashion industry. Research Directions, 5(3).
Montano, D. E., & Kasprzyk, D. (2015). Theory of reasoned action, theory of planned behavior, and the integrated behavioural model. Health behavior: Theory, Research and Practice, 70(4), 231.
Morwitz, V. (2014). Consumers' purchase intentions and their behavior. Foundations and Trends® in Marketing, 7(3), 181-230.
Mudambi, S. M. (2002). Branding importance in business-to business markets: Three buyer clusters. Industrial Marketing Management, 31(6), 525-533.
Mukaromah, A. L., Teja, I. G. N. A. E., & Anggraini, N. P. N. (2019). The effect of green marketing, brand awareness and price perception on purchase decision. International Journal of Applied Business and International Management, 4(3),75-83.
Nazir, M., & Tian, J. (2022). The Influence of Consumers’ Purchase Intention Factors on Willingness to Pay for Renewable Energy; Mediating Effect of Attitude. Frontiers in Energy Research, 62.
Noble, S. M., Haytko, D. L., & Phillips, J. (2009). What drives college-age generation Y consumers? Journal of Business Research, 62(2), 617–628.
Obilor, E. I., & Amadi, E. C. (2018). Test for significance of Pearson’s correlation coefficient. International Journal of Innovative Mathematics, Statistics & Energy Policies, 6(1), 11-23.
Ogutu, R. P., Ogutu, M., & Njanja, L. (2014). The moderating effect of subjective norms perceived behavioural control and gender on the relationship between attitude towards internet advertising and purchase intention of university students in Kenya. International Journal of Social Sciences and Entrepreneurship, 3(1), 1-37.
Pandey, R., Reddy, L. S., Chaudary, V., Widyawati, V. T., Sin, L. G., Ghazali, M. K. A. B. M., Kee, D. M. H., Ibrahim, M. F., Fadzeil, M. Z., & Mohamed, N. A. B. (2021). Analysis the effect of product quality and price on purchase decision (case study of Adidas India, Indonesia, and Malaysia). International Journal of Accounting & Finance in Asia Pasific (IJAFAP), 4(1), 71-85.
Patrick, K., & Xu, Y. (2018). Exploring generation Y consumers' fitness clothing consumption: A means–end approach. Journal of Textile and Apparel, Technology and Management, 10(3), 1– 15.
Phau, I., & Teah, M. (2009). Devil Wears (Counterfeit) Prada: A study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of Consumer Marketing, 26(1), 15-27.
Ponto, J. A., Ellington, L., Mellon, S., & Beck, S. L. (2010). Predictors of adjustment and growth in women with recurrent ovarian cancer. In Oncology Nursing Forum, 37(3).
Rajasekar, D., & Murasoli, M. (2021). Impact of price on the purchase intention of consumers regarding luxury products. Natural Volatiles & Essential Oils, 8(4), 6560-6564.
Rausch, T. M., & Kopplin, C. S. (2021). Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing. Journal of Cleaner Production, 278, 123882.
Robert, L., Miller, M. D., & Gronlund, N. E. (2009). Measurement and assessment in teaching. Merrill Prentice Hall.
Roppa, S., & Rani, M. S. (2012). Questionnaire designing for a survey. The Journal of Indian Orthodontic Society, 46(4), 273-277.
Saeed, M. N. R. M. K., & Aslam, A. (2015). Consumer’s brand purchase intention in emerging markets like Pakistan. Journal of Marketing and Consumer Purchase, 2(4), 113-120.
Sarmad, I. (2015). Factor affecting consumer purchase intention toward multinational apparel brands. Journal of Basic and Applied Scientific Research, 5(6), 1-6.
Shah, H., Aziz, A., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, K. (2012). The impact of brands on consumer purchase intentions, Asian Journal of Business Management, 4(2), 105-110.
Shteyneker, A., Isaac, O., & Al-Shibami, A. H. (2019). Factors affecting Consumer Purchasing Intention within Fashion Luxury Brand in Malaysia. International Journal of Management and Human Science (IJMHS), 3(1), 21-28.
Shoffian, N. S. B. M., Salim, N. S. B. M., Razali, N. I. B., Saifulizan, P. Z. I. B. M., Bakar, S. A. B. A., Rossedi, S. N. A. B., Suwirman, W. I. B., Ramiah, V. D. G., Sio, C. H., & Krishnan, I. A. (2021). Influence of branding loyalty on consumer sportswear: A case study on Adidas. Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(11), 454-463.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Engelwood Cliffs: Prentice Hall.
Statista. (2022). Sales value of manufactured sports goods in Malaysia 2012-2021. https://www.statista.com/statistics/644622/sales-value-manufactured-sports-goods-malaysia/
Straub, D., Boudreau, M.-C., & Gefen, D. (2004). Validation guidelines for IS positivist research. Communications of the Association for Information Systems,13, 380-427.
Suntornpithug, N., & Khamalah, J. (2010). Machine and person interactivity: the driving forces behind influences on consumer's willingness to purchase online. Journal of Electronic Commerce Research, 11(4), 299.
Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: a study of consumer adoption intentions. International Journal of Research in Marketing, 12(2), 137–155.
Taherdoost, H. (2016). Sampling methods in research methodology; how to choose a sampling technique for research. International Journal of Academic Research in Management (IJARM), 5(2), 18-27.
Taherdoost, H. (2017). Determining sample size; how to calculate survey sample size. International Journal of Economics and Management Systems, 2.
Tong, X., & Hawley, J. M. (2009). Measuring customer-based brand equity: Empirical evidence from the sportswear market in China. Journal of Product & Brand Management,18(4), 262–271.
Tonglet, M., Phillips, P. S., & Read, A. D. (2004). Using the theory of planned behavior to investigate the determinants of recycling behavior: a case study from Brixworth, UK. Resources, Conservation and Recycling, 41(3), 191–214.
Torlak, O., Tiltay, M. A., & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: an application concerning cell phone brands for youth consumers in Turkey, Journal of Marketing Development and Competitiveness, 8(2).
Uyan?k, G. K., & Guler, N. (2013). A study on multiple linear regression analysis. Procedia-Social and behavioural Sciences, 106, 234-240.
Vazifehdoust, H., Taleghani, M., Esmaeilpour, F., & Nazari, K. (2013). Purchasing green to become greener: factors influence consumers’ green purchasing behavior. Management Science Letters, 3(9), 2489–2500.
Watts, L., & Chi, T. (2018). Key factors affecting the purchase intention of activewear: an empirical study of US consumers. International Journal of Fashion Design, Technology and Education, 12(1), 46-55.
Wang, X. (2021). Evaluation of the comfort of sportswear. Journal of Physics: Conference Series, 1790(1), 012-019. IOP Publishing.
Wang, Y. (2014). Consumers’ purchase intentions of shoes: Theory of planned behavior and desired attributes. International Journal of Marketing Studies,6(4), 50–58.
Wang, Y. H., & Tsai, C. F. (2014). The relationship between brand image and purchase intention: Evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2), 27-40.
Widyastuti, S., & Said, M. (2017). Consumer consideration in purchase decision of SPECS sports shoes product through brand image, product design and price perception. International Journal of Supply Chain Management, 6(4), 199-207.
Whitley, B. E. (2002). Principals of Research and Behavioural Science. Boston, McGraw-Hill.
Wilson, J. (2014). Essentials of business research: A guide to doing your research project. Essentials of Business Research, 1-376.
Wong, S. L., Hsu, C. C., & Chen, H. S. (2018). To buy or not to buy? consumer attitudes and purchase intentions for suboptimal food. International Journal of Environmental Research and Public Health, 15(7), 1431.
Xi, E. A. C., & Cheng, K. T. G. (2017). The determinants of purchase intention on counterfeit sportswear. Journal of Applied Structural Equation Modeling, 1(1), 13-26.
Xu, Y., Chen, Y., Burman, R., & Zhao, H. (2014). Second-hand clothing consumption: A cross-cultural comparison between American and Chinese young consumers. International Journal of Consumer Studies,38(6), 670–677.
Yahya, W. K., Scheeff, A. S. B., Hashim, N. H. (2022). Young consumers purchase intention of eco-labelled products: evidence from Malaysia. International Journal of Academic Research in Business and Social Sciences, 12(1), 1824–1840.
Yap, L., & Yazdanifard, R. (2021). An investigation on Malaysian Generation Y shopping resolution on sports shoes. International Journal of Management, Accounting and Economics, 8(4), 237-278.
Younus, S., Rasheed, F., & Zia, A. (2015). Identifying the factors affecting customer purchase intention. Global Journal of Management and Business Research, 5(2).
Zahirudin, Z., & Sahizan, S. N. M. (2019). Customer loyalty of popular sportswear brands in Malaysia. International Tourism and Hospitality Journal 2(1), 1-11.
Zhan, L., & He, Y. (2012). Understanding luxury consumption in China: Consumer perceptions of best-known brands. Journal of Business Research, 65(10), 1452-1460.
Zheng, Y., & Chi, T. (2015). Factors in?uencing purchase intention towards environmentally friendly apparel: An empirical study of US consumers. International Journal of Fashion Design, Technology and Education,8(2), 68–77.
