Diverse Bodies, Inclusive Shopping? How Representation of Body Diversity Shapes Consumer Experiences
Document Type
Honors Thesis
Abstract
This systematic literature review aims to summarize the prior research on the impact of body diversity representation on consumer behaviors in the fashion retailing industry. Deriving from 30 peer-reviewed research articles, we explore how body diversity representation in advertisements and product assortment affects consumer self-evaluation, shopping behaviors, and the nuances within the luxury fashion sector. Consistent with self-congruence theory, findings show that diverse and natural model representation improves body image and purchase intentions. In contrast, idealized portrayals and limited size options reinforce exclusivity, deepen social divides, and harm the self-esteem of excluded consumers, a model that is utilized in luxury fashion. This exclusion is compounded by supply chain segregation that limits access to products for plus-size consumers. Moreover, positive body image and the perceived exclusivity of luxury goods can heighten fashion involvement and impulsive purchasing, particularly under the fear of missing out.
Disciplines
Fashion Business | Marketing | Sales and Merchandising
Publication Date
2025
Language
English
Faculty Mentor of Honors Project
Daniel Martinez
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Martinez, Javier Alejandro, "Diverse Bodies, Inclusive Shopping? How Representation of Body Diversity Shapes Consumer Experiences" (2025). 2025 Fall Honors Capstones Projects. 7.
https://mavmatrix.uta.edu/honors_fall2025/7
Comments
A special thanks to my family and friends who provided me with support throughout my time in university. Thanks to the Honors College staff for being welcoming and great throughout my time at the Honors College. Thank you, Professor Martinez, for mentoring me throughout this project. It was an enjoyable learning experience thanks to you.