Exploring the determinants of purchasing behavior in the context of safety apparel : A study of safety marketing

Abstract: The rapid growth and development of cities have brought new mobility challenges, which the emergence of micro-mobility solutions, such as Personal Mobility Vehicles, has addressed. However, the increase in the use of these vehicles has also led to a rise in the number of accidents and injuries due to the inadequate use of protective equipment. Consequently, the sales of safety apparel have increased (Smith, 2022), creating a more competitive market where marketing strategies have become essential to successfully sell the product. This study aims to investigate the purchase behavior of safety apparel products, using the Theory of Planned Behavior as a framework to analyze the factors that affect the intentions of consumers to buy safety apparel. The research considered both product and societal factors that motivate or discourage the purchase of safety apparel. The results of the study revealed that the characteristics of the safety apparel product were the most significant factor that motivated the purchase. Consumers preferred discreet aesthetics and dark colors; low prices were also important factors. In addition, fashion, the influence of specialists in stores and on social networks, and the role of authorities were also found to be significant factors. However, the ability of buyers to carry out this behavior was subject to product compatibility, affordability, and availability. The findings of this research will help manufacturers and retailers to develop better marketing strategies that will increase the effectiveness of campaigns and enhance the motivation, importance, and priority to buy safety apparel. The study's contributions also have implications for other organizations that market safety-related products or want to promote their use. Overall, this study sheds light on the understanding of safety apparel customers and aims to contribute to improving marketing strategies in the safety apparel industry and promoting the safety culture among city commuters.