1 | INTRODUCTION

Clothing practices reflect personal standards and social recognition, and the perception of body image significantly influences consumer behaviour, including fashion (Shetty & Kotian, 2023; Apeagyei, 2008). Clothing or garment fit is highly subjective in every individual and appears as an indicator of the feelings of love and comfort that arise when consumers choose a particular outfit (Wiyantoro et al., 2017; Shin, 2013). To the garment consumer, the use of garments or clothes serves as psychological need as a component of the self; as a means through which the self is established and validated; as a symbol of one's identity, mood, or attitude; as an expression of self-worth, and seen as an element of an effective response to self-evaluation as well as body cathexis among others (Sontag & Lee, 2004; Shetty & Kotian, 2023). Ready-to-wear, informally called "off-the-rack" or "off-the-peg", is created to be worn without extensive modification and is mass-produced clothing sold in standard sizes, as it accommodates the majority of individuals (Honu et al., 2020; Pandarum & Yu, 2015; Ashdown, 2014). In recent decades, the ready-to-wear apparel business has encountered heightened examination about its size systems and their effects on consumers' self-image and shopping experiences (Jeon & Lee, 2024). Studies have shown that the size of a garment influences the perception of body size variably, contingent upon the wearer's actual body dimensions. The influence of garment fit on body image perception differs based on gender, body size, and shape (Li et al., 2025). For instance, with a garment ease of 2-3 cm, it effectively minimises perceived body size in obese individuals (Liu et al., 2006). However, larger garments generally enhance the perceived body size of thin and medium-built individuals, whereas they may produce a slimming effect for obese individuals (Liu et al., 2006; Fan et al., 2004). Anecdotally, fit and size systems appear to be an issue among Ghanaian fashion stakeholders. Fashion trends, cultural influences, age, gender, body shape, comfort, aesthetics, and lifestyle all have an impact on people's clothing fitness choices throughout their lives (Wiyantoro et al., 2017; Shan et al., 2012). However, the consumer exposure to a wide range of designs, sizes, colours, and materials from local clothing stores as well as the media has made clothes choices more difficult (Nkambule, 2010).

However, the perception of body image significantly influences consumer behaviour in the ready-to-wear apparel sector (Makhanya & Mabuza, 2020). The intricate connection between body perception and clothing selection illustrates the psychological and sociological aspects of consumer decision-making (Monge, 2023). Psychologically, the effects of garment sizing surpass simple fit preferences, influencing consumer self-esteem and purchasing behaviour (Monge, 2023; Brooks et al., 2020; Makhanya & Mabuza, 2020). Studies have shown that negative body image perceptions can lead to avoidance behaviours in shopping, size label anxiety, and altered consumption patterns (Lou & Tse, 2020; Dittmar, 2007). This phenomenon is particularly significant in the modern retail landscape, where the proliferation of internet purchasing has eradicated the conventional fitting room experience, simultaneously presenting new challenges in size selection and fit satisfaction (Merino et al., 2024). Studies show that customers' impressions of their body image frequently differ from their actual physical dimensions, resulting in diverse emotional reactions during the clothing selection process. This gap can profoundly affect purchasing decisions, brand loyalty, and overall pleasure with ready-to-wear apparel. The fashion industry's standardised sizing procedures, which frequently neglect to accommodate varied body shapes and sizes, exacerbate this link.

Body image is a complex concept comprising various facets, including perceptual, affective, and cognitive elements affecting self-esteem and quality of life (Alleva et al., 2023; Monge, 2023; Shetty & Kotian, 2023). Body image perception and garment size preferences are closely interrelated, influencing fashion choices and self-esteem (Dewayanti & Andhini, 2023; Shetty & Kotian, 2023). In the Ghanaian context, the nuances existing between how the concept of self-body-image or self-satisfaction interrelates with the choice and purchase patterns of RTW garments remain underexplored. Also, a key strategy for sustainability is producing clothing based on accurate sizes to avoid overproduction and material waste. Research indicates a complex relationship between body image perception and preferences for garment size (Merino et al., 2024; Shetty & Kotian, 2023). However, in emerging markets like Ghana, sizing is often overlooked, leading to consumer dissatisfaction and unsustainable fashion practices. According to Makhanya and Mabuza (2020), whereas body size shows a positive correlation with these preferences, understanding the intricate relationship between body image and preferences in clothing is crucial for both retailers and manufacturers, as well as the Ghanaian fashion industry as a whole, as they work to address consumer needs and expectations in the evolving fashion marketplace. To this end, this study attempts to fill this gap by examining how body image perception influences consumers’ preferences for ready-to-wear garments in relation to size selection, while assessing the sizing and fit-related challenges experienced by the Ghanaian consumers when purchasing RTW garments.

2 | LITERATURE REVIEW

2.1|  Body Image Perception, Psychological Factors

Body image refers to an individual’s perception of their physical appearance, encompassing their thoughts, feelings and attitude towards their body (Shetty & Kotian, 2023). Body image perception is a multifaceted construct influenced by individual cognition, emotional responses, sociocultural factors, and these dynamics are essential for developing effective interventions at improving self-satisfaction (Stein et al., 2023; Mahdifar et al., 2024; Merino et al., 2024; Kumar et al., 2023). According to Shetty and Kotian (2023), the individual's behavioural intention is shaped by attitudes, norms, and perceived control. Moreover, everyone in society has different expectations, and one’s image can be expressed using fashion products. Shetty and Kotian (2023) cited that culture, religion, economic status and social identity can be proven through fashionable products. Social identity possesses a considerable standard which can influence purchasing intentions. Self-individuality significantly influences attitude and behavioural control; thus, Individuals act in accordance with social acceptance, and self-identity significantly influences customers' sentiments, reflecting their societal position (Shetty & Kotian, 2023). Psychological traits such as anxiety about one’s body profoundly affect body image and the choice of ready-to-wear (RTW) apparel, especially in teens (Shetty & Kotian, 2023). Studies have shown that persons with body image dissatisfaction are at a heightened risk of developing anxiety disorders, such as generalised anxiety disorder and social anxiety disorder (Mental Health UK, 2022; Vannucci & Ohannessian, 2018; Halliwell & Dittmar, 2005). 

2.2|  Consumer Perception and Behaviour on Garment Preferences

Fashion has evolved from tailor-fitted garments to mass-produced garments (Honu et al., 2020). Ready-to-wear (RTW), informally called "off-the-rack" / "off-the-peg“, is created to be worn without extensive modification, mass-produced and sold in standard sizes to accommodate the majority of individuals (Wang & Zakaria, 2024; Pandarum & Yu, 2015; Ashdown, 2014). Fashion signifies social status and is frequently utilised to convey an individual's image and social standing, with the wearer playing a crucial role in the whole fashion ecosystem (Shetty & Kotian, 2023). Consumers who purchase from the same company may hold favourable sentiments toward it, and customer loyalty can manifest as heart, mind, and hand loyalty (Long & Nasiry, 2022). According to Shetty and Kotian (2023), brand identification in fashion trends fosters recurrent purchasing behaviour and consumer loyalty.  Clothing preferences were influenced by cultural and religious factors (Shetty & Kotian, 2023; Nurani & Adinugraha, 2022). Studies have noted a significant association between body image, body cathexis, body size, and clothing preferences (Chattaraman & Rudd, 2006). According to Czekala et al. (2019), an individual's buying behaviour depends on social factors, which may influence garment fit, a highly subjective attribute that is often taken as an indicator of comfort. Hence, it is critical to the consumer experience because it helps style, complement, and flatter any body shape (Wiyantoro et al., 2017; Shin, 2013; Dinye & Nyaba, 2001). Fit and size systems appear to be an issue among fashion stakeholders because they serve numerous purposes, including psychological needs, self-establishment and identity validation, mood and attitude regulation, self-worth, self-evaluation, and body cathexis (Stolovy, 2021; Sontag & Lee, 2004). Based on the relevant review, the Clothing Comfort Model (CCM) is adopted as the theoretical base in understanding the consumption pattern of the Ghanaian market in terms of how the body image can influence our size preference of RTW garments.

2.3|  Theoretical Framework

The research applies the Clothing Comfort Model (CCM). This theory helps unravel the intricate relationship between social influences and individual psychological factors in shaping consumer behaviour. It sheds light on how external societal forces and internal psychological processes jointly impact consumption choices. The Social Psychological Dimension Theory by Branson and Sweeney (1991), delves into consumer behaviour from social and psychological viewpoints. The theory asserts that consumer behaviour is multifaceted, encompassing individual traits, motivations, the social environment, and psychological factors. Matté and Broega (2017) described the attributes of the Social Psychological Dimension Theory, categorised within the clothing comfort triad (person, clothing, and environment). Person Attributes include aspects like “state of being,” “self-concept,” “personality,” “cathexis/body image,” and “values.” Clothing Attributes encompass “fabric and clothing system,” “aesthetics,” “style,” and “fashionability,” while Environment Attributes involve “occasion/situation of wear,” “significant other,” and “social norms.” In essence, this theory highlights that individuals often align purchase decisions with their desired self-image or social group. It recognises the impact of social comparison and the influence of social class and socioeconomic status on consumption behaviours.

Figure 1. The Clothing Comfort Model (CCM), Adapted from Sontag (1985); Branson and Sweeney (1991)

2.4|  Hypotheses

The study tested the following hypotheses at the 0.05 level of significance,

H ₀ : There is no significant relationship between gender and the choice of RTW garments, whether locally made or imported.

H ₁ : There is a significant difference in the gendered perception of self-satisfaction of consumers of RTW garments and their clothing choices.

H ₀ : There is no significant relationship between body satisfaction (Body Cathexis) and the choice of RTW garments, whether locally made or imported.

H ₁ : There is a significant relationship between body satisfaction (Body Cathexis) and the choice of RTW garments, whether locally made or imported.

2.5|  Conceptual Framework

The relationship between body image perception and clothing selections is a complex interplay of psychological, consumption, and purchase factors. This conceptual framework provides a comprehensive examination of the relationships between body image perception and clothing preferences, and how these factors influence consumer behaviour in the ready-to-wear (RTW) clothing industry.

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Figure 2. Conceptual framework of body image perception on garment size preferences. Source: Authors own construct, 2025

 

2.5.1| Psychological Factors

Perceptions of body image are primarily shaped by psychological factors such as body satisfaction, self-awareness, and self-esteem (Grogan, 2016). Body image refers to an individual's perception of their physique, which is associated with self-perceptions, self-attitudes, self-esteem, interpersonal confidence, and emotional stability, among other factors (Yadav, 2024; Shetty & Kotian, 2023). These psychological constructs underpin consumers' self-evaluation and, hence, their clothing requirements. Studies indicate that people with greater body satisfaction prioritise clothing selection differently than those with lower satisfaction levels (Tiggemann & Lacey, 2009). Consumer body perception directly affects clothing size preferences and overall ready-to-wear consumption habits (Kim & Damhorst, 2010). This association underscores the necessity of perceiving body image not solely as a psychological construct but as a crucial influence on consumer behaviour. According to Magwaza (2015), individuals who are content with their bodies tend to explore various clothing styles, colours, and designs more freely without feeling restricted by body-related insecurities. This highlights that higher body satisfaction can simplify the process of choosing well-fitting garments.

2.5.2| Consumption Factors

Demographics, size standardisation, and size availability are critical consumer factors that affect the correlation between body image perception and apparel preferences (Alexander et al., 2005). The inconsistency in sizing standards among brands and the presence of varied size ranges can profoundly influence consumer satisfaction and purchase choices, especially for those whose body types diverge from industry norms. Clothing size selection is influenced by both physical and psychological factors, necessitating tailored sizing methods and fit technologies (Hossain et al., 2025; Suganya et al., 2024; Joshi & Sawant, 2024).

2.5.3| Purchase Influence

Geographic location and price appear as significant purchasing influence variables, influencing both psychological aspects and RTW preferences (Easey, 2009). Regional differences in beauty standards and economic factors result in varied consumer landscapes across markets, necessitating personalised approaches by clothes sellers. Individuals categorise themselves into distinct purchase patterns based on physical satisfaction levels, leading to market segmentation. Consumer behaviour, according to Hossain et al. (2025), is influenced by psychological self-perception, with garment purchases reflecting body satisfaction (Kowald, 2024; Suganya et al., 2024).

2.5.4| Drivers of RTW Preference

According to Workman and Lentz (2000), the framework identifies a number of important factors that influence RTW preference, such as preferences for clothing sizes, RTW preferences, frequency of purchases, and consumption habits. These preferences are influenced by the intricate interaction of the previously listed components and ultimately dictate consumer purchase behaviour. Opinions regarding the ease of purchasing RTW garments, the availability of sizes and styles, and hassle-free shopping experiences contribute to heightened purchasing trends (Joshi & Sawant, 2024). Hence, body satisfaction influences clothing exploration, reflecting self-esteem and influencing design and retail strategies; therefore, effective products and retail experiences must fulfil psychological needs in addition to physical ones.

3 |  METHODOLOGY

4 | RESULTS AND DISCUSSION