Clothing Purchasing, Consumption, and Maintenance Behaviours of Homemakers in Enugu State

Abstract

This study examined the clothing purchasing and maintenance behaviors as well as the factors influencing clothing consumption among homemakers in
Enugu State, Nigeria. Three objectives guided the study. A descriptive survey
research design was employed and the study was conducted in Enugu State.
The study sample comprised 390 out of 725,766 female homemakers aged 25
and above, selected through a multistage sampling technique. Data was collected using a structured questionnaire, validated by experts, and pilot-tested for reliability (Cronbach’s Alpha = 0.89). Data was analysed using mean and standard deviation using SPSS version 22. Findings revealed that homemakers’ clothing purchases are influenced significantly by sociocultural, religious, and personal factors. They prioritize decency (3.28), quality (3.23), and affordability, while also responding to fashion trends and digital media influence. Budget-conscious behaviors such as list-making and multi-channel retail engagement both online and offline were common. Furthermore, clothing maintenance practices indicated a high level of textile care literacy. Respondents reported routine activities such as stain removal (3.24), use of
appropriate detergents (3.18), ironing (3.14), mending (3.23), and dry cleaning
(3.23). These practices reflect sustainable consumption patterns and resource-
conscious behaviors, underpinned by traditional knowledge and increasing
modern awareness. The study concludes that homemakers in Enugu State exhibit a complex mix of traditional and contemporary clothing practices,
shaped by evolving consumption values and resource management. Recommendations include targeted workshops on sustainable garment care,
promotion of culturally sensitive clothing production, inclusion of fashion literacy in adult education, and community campaigns on textile.