Determinants of Women's Clothing Behavior in the Framework of Maslow's Hierarchy of Needs

Document Type : Original Article

Authors

1 Ph. D. student of Art Research, Faculty of Art, Alzahra University. Tehran. Iran

2 Professor, Department of Textile and Fashion Design, Faculty of Art, Alzahra University. Tehran. Iran

10.22034/scart.2025.144375.1797

Abstract

Clothing, as a key factor in non-verbal communication, serves as a significant medium for expressing individual and social identity, extending beyond its primary protective function. This phenomenon can reflect an individual's social status, sense of belonging, and path of personal growth and development. Based on Maslow's hierarchy of needs, clothing behavior is formed through an evolutionary process, beginning with basic physiological needs and extending to the stage of self-actualization.

The present study aimed to identify the factors influencing the clothing behavior of women based on Maslow's hierarchy of needs and to investigate the relationship between these factors and the hierarchy. This research employed a descriptive-analytical and survey method. Data were collected from both library and field sources. The statistical population consisted of 384 female students aged 18 to 35 in the city of Qom, selected through simple random sampling. The data collection tool was a researcher-developed questionnaire using a five-point Likert scale, whose reliability was confirmed by a Cronbach's alpha coefficient of 0.877. Data were analyzed using the Pearson correlation test.

The results indicated that all five dimensions of Maslow's needs have a positive and significant relationship with women's clothing behavior. Among these, the self-actualization dimension had the greatest influence, followed by physiological needs, love/belonging, esteem, and safety needs. The findings suggest that clothing for women not only serves a protective function but also acts as a medium for expressing individuality, creativity, social identity, and gaining respect.

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