Study
Innovation & MarketsNew This WeekStrong effect

Emotional and Social Value Drive Athleisure Purchases Through Conspicuous Consumption

Millennials' purchase intentions for athleisure are significantly influenced by the emotional and social value they perceive, mediated by their desire to display status and wealth.

International Journal of Sports Marketing and Sponsorship · 2025

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Key Findings

  • 01Perceived price, quality, and emotional value positively correlate with both the desire for conspicuous consumption and purchase intention for athleisure.
  • 02Perceived emotional and social value of athleisure products positively influence purchase intention, with this relationship being mediated by the desire for conspicuous consumption.
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Application

Design takeaway

Design and market athleisure products not just for their functional benefits, but for their ability to communicate emotional appeal and social status.

How to apply

When designing or marketing athleisure, consider how the product can be perceived as a status symbol and how it can evoke positive emotional responses in the user.

Project actions

  • 01When researching a product, consider not just its function but also how it makes the user feel and how it might be perceived by others.
  • 02Think about the 'story' a product tells about its user, especially for fashion or lifestyle items.
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Method & Evidence

AimTo investigate how perceived values (price, quality, emotional, social) of athleisure products influence Millennials' desire for conspicuous consumption and their subsequent purchase intentions.
MethodQuantitative survey research
ProcedureA web-based survey was administered to a sample of Millennials to collect data on their perceptions of athleisure products, their desire for conspicuous consumption, and their intention to purchase these products. Statistical analysis was used to test the proposed relationships.
Sample348 participants
ContextConsumer behavior in the athleisure market

Variables

IVPerceived price value, perceived quality value, perceived emotional value, perceived social value
DVDesire for conspicuous consumption, intention to purchase athleisure products
CVDemographic factors of participants (e.g., age, gender, income, though not explicitly stated as controlled, are typical considerations in such surveys)
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Strengths & Limitations

Strengths

  • +Addresses a specific, relevant demographic (Millennials) in a growing market (athleisure).
  • +Investigates the mediating role of conspicuous consumption, adding nuance to value-purchase intention relationships.

Limitations

Surveys can be biased by how questions are worded, and online samples might not represent everyone.

Reliability & validity

Reliability could be assessed through test-retest of survey questions. Validity would be enhanced by using established scales for perceived value, conspicuous consumption, and purchase intention, and potentially triangulating with qualitative data.

Think critically

To what extent does the desire for conspicuous consumption apply to different product categories and age groups beyond Millennials and athleisure?

05

Design Principles

"Design for aspirational consumption by integrating emotional and social value propositions."

Understanding the psychological drivers behind purchasing decisions is crucial for market segmentation and product development. This insight highlights that for athleisure, emotional resonance and social signaling are key motivators, suggesting marketing strategies should focus on these aspects.

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What This Means for Your Design

Millennials buy athleisure clothes not just because they're comfy or good for sports, but because they want to look good, feel good, and show others they have good taste or can afford nice things.

How to use in your project

  • 1.Reference this study when discussing how emotional and social factors influence user choice and purchase decisions in your design project.
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Add to My Project

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Quick Cite

(2025). Millennials’ perceived value and intention to purchase athleisure products: the mediating role of desire for conspicuous consumption. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/ijsms-06-2024-0122 Retrieved from https://designdex.org/study/10686059-96ca-4640-ba33-15adabc89469/emotional-and-social-value-drive-athleisure-purchases-through-conspicuous-consumption

Paragraph starter

Research indicates that for the Millennial demographic, the perceived emotional and social value of products, such as athleisure wear, significantly influences purchase intention, often mediated by a desire for conspicuous consumption. This suggests that design and marketing efforts should focus on creating products that not only meet functional needs but also serve as vehicles for self-expression and social signaling.

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Source

International Journal of Sports Marketing and Sponsorship

Millennials’ perceived value and intention to purchase athleisure products: the mediating role of desire for conspicuous consumption

journal · 2025

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Questions about this research

What does the research say about emotional and social value drive athleisure purchases through conspicuous consumption?
Design and market athleisure products not just for their functional benefits, but for their ability to communicate emotional appeal and social status. Evidence: International Journal of Sports Marketing and Sponsorship (2025).
Why does "Emotional and Social Value Drive Athleisure Purchases Through Conspicuous Consumption" matter for design?
Understanding the psychological drivers behind purchasing decisions is crucial for market segmentation and product development. This insight highlights that for athleisure, emotional resonance and social signaling are key motivators, suggesting marketing strategies should focus on these aspects.
How can designers apply this research?
Design and market athleisure products not just for their functional benefits, but for their ability to communicate emotional appeal and social status.
What were the main findings?
Perceived price, quality, and emotional value positively correlate with both the desire for conspicuous consumption and purchase intention for athleisure.. Perceived emotional and social value of athleisure products positively influence purchase intention, with this relationship being mediated by the desire for conspicuous consumption.
What research method was used?
Quantitative survey research with 348 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2025 journal from International Journal of Sports Marketing and Sponsorship.
What should I do differently in my next project?
When designing or marketing athleisure, consider how the product can be perceived as a status symbol and how it can evoke positive emotional responses in the user.
What are the limitations?
The study relies on self-reported data and a specific online panel, which may limit generalizability to all Millennial consumers.
Is there evidence that athleisure affects design outcomes?
Millennials are more likely to buy athleisure if they feel it offers good emotional and social value, and if they want to show off their status or wealth through their clothing choices. Understanding the psychological drivers behind purchasing decisions is crucial for market segmentation and product development. This i Source: International Journal of Sports Marketing and Sponsorship (2025).
Where does this emotional social research apply?
Consumer behavior in the athleisure market It sits within innovation & markets research on designdex.org.

Related research topics

athleisure design research · evidence on athleisure · does athleisure improve design outcomes · emotional social studies for designers · athleisure and emotional social findings · innovation & markets research evidence