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

Authors: Sandro Alberto Sánchez Paredes; Gabriela Ramírez; Manuel Bryan Salvador

Addresses: CENTRUM Católica Graduate Business School, Lima, Perú; Pontificia Universidad Católica del Perú, Lima, Perú ' Pontificia Universidad Católica del Perú, Lima, Perú ' Pontificia Universidad Católica del Perú, Lima, Perú

Abstract: 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.

Keywords: smart clothing; consumer behaviour; purchase decision.

DOI: 10.1504/IJMDM.2026.153694

International Journal of Management and Decision Making, 2026 Vol.25 No.3, pp.309 - 330

Received: 16 Jan 2025
Accepted: 17 Aug 2025
Published online: 21 May 2026 *

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