Consumer Resistance to Innovation in the Fashion Industry

Innovation is considered an essential point of market competitivity and industrial dynamics. However, there is one main reason that delays or inhibits the innovation spread, the consumer resistance to innovation. Innovation resistance of the consumers has undergone less consideration to describe and forecast adoption-related behaviour. The actual paper develops and empirically validates a scale that intends to measure consumers’ inclination to resist innovation that emerge from people’s tendency to resist changes and manifest status-quo satisfaction when it’s related to fashion items. The scale describes a measure of the inclination to the status-quo option, even if people are satisfied with existing fashion items or with the degree of innovation in the fashion industry.