arbiter
JournalsAccount

Exploring How Young Consumers Construct Identities in Socially Restrictive Societies: Managing Impressions Through Fashion Clothing

Muhammad Abid et al.

Australasian Marketing Journal2026https://doi.org/10.1177/14413582261423008article
AJG 1ABDC A
Weight
0.50

Abstract

In many societies, fashion serves as a medium of self-expression and a site of social regulation, where sartorial decisions can expose consumers to social censure and physical risk. Consequently, consumers must navigate the tension between adhering to local norms and participating in global fashion cultures. This study draws on impression management theory to examine how young consumers in a socially restrictive society use fashion as a means of identity expression while mitigating potential social risks. It uses data from in-depth interviews ( n = 40) and open-ended surveys ( n = 150) with consumers aged 18 to 35 years, analysed using an abductive thematic approach. We conceptualise consumer bricolage as the creative and strategic recombination of available cultural and material resources to manage impressions and negotiate identity. The analysis identifies five bricolage practices: ideational bricolage, accessorising, customisation, hybrid styling and assembling. The findings also highlight antecedents, such as cultural and religious identity, fashion innovativeness and identity distinctiveness, which help explain why young consumers engage in bricolage in restrictive settings. This study contributes to impression management theory by theorising fashion consumption as adaptive agency within constraining sociocultural environments and refines the concept of bricolage by specifying practice-level mechanisms of identity work.

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1177/14413582261423008

Or copy a formatted citation

@article{muhammad2026,
  title        = {{Exploring How Young Consumers Construct Identities in Socially Restrictive Societies: Managing Impressions Through Fashion Clothing}},
  author       = {Muhammad Abid et al.},
  journal      = {Australasian Marketing Journal},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/14413582261423008},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Exploring How Young Consumers Construct Identities in Socially Restrictive Societies: Managing Impressions Through Fashion Clothing

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.