Diana John, Nishant Kumar, Kamal Upreti
Athleisure wear has emerged as a prominent trend in the fashion industry, particularly among educated youth in India, and is driven by a growing focus on fitness, health and comfort. This study, based on the stimulus-organism-response model, examines the factors influencing athleisure wear purchase intention, with a focus on fit-inspired lifestyle, perceived product quality, social influence and brand reputation. The study examines how these factors influence enclothed cognition, ultimately impacting purchase intention. Partial least squares-structural equation modelling, based on the two-step approach, was employed using SmartPLS 4.0 software for data analysis. Data collected from young consumers in Bangalore indicated that a fit-inspired lifestyle, perceived product attributes and social influence had a positive influence on enclothed cognition, while brand reputation did not show a significant relationship. Additionally, enclothed cognition was found to be a significant predictor of purchase intention. The results suggest that the alignment of athleisure wear with a fit-inspired lifestyle, functional attributes and social validation plays a crucial role in shaping purchase intention. The study offers practical insights for marketers to focus on lifestyle alignment, product functionality and social engagement in their marketing strategies. The findings also highlight a shift in consumer behaviour where experiential and value-driven factors, such as product benefits and lifestyle fit, outweigh traditional brand reputation. Future research should include exploring diverse demographic segments, long-term behavioural patterns and the impact of sustainability and cultural values on purchase behaviour in the area of athleisure wear.